To celebrate the upcoming local release of Tomb Raider, OMD, Isobar and Roadshow Films are inviting Aussies to solve a series of pzzles across outdoor, press and digital.
‘Raid The Tomb’ allows Aussies to walk into Lara Croft’s shoes, solve puzzles and uncover a hidden tomb for their chance to win a Cape Town adventure for two.
OMD worked collaboratively with Isobar to create the immersive media experience for Roadshow Films to build hype and excitement ahead of the reboot of this popular franchise.
The integrated campaign allows players to enter Lara Croft’s world with ease; on the bus, on their lunchbreak or reading their Saturday paper.
Launching the campaign is Alicia Vikander – the actress who plays Lara Croft – with a personal recruitment call to Australians. Across the two weeks, Croft’s supporters will find physical clues, social games and audio encouragement.
Michael Punton, associate creative director at Isobar, said: “Gamifying digital and traditional mass media, and having them work in tandem, lets us engage with a broader audience to introduce the new world of Lara Croft in a seamless way.
“Players get to know the new Lara Croft while experiencing the fun, tactile, puzzle-solving nature of the Tomb Raider franchise.”
OMD account director Emma Ray said: “Partnering with Isobar to release this film has enabled us to tell a unique story through media which will weave seamlessly with our brand messaging.
“We’re able to leverage the strengths of each channel to engage consumers and really bring Lara to life.”
Roadshow Films product marketing manager Age Conte said: “We are very excited about reintroducing the Tomb Raider franchise to Australian cinemagoers.
“It’s been a long time since the Angelina Jolie days, and times have changed. Alicia Vikander is awesome as the modern-day Lara Croft, so we wanted to do something extra special to bring her to the attention of our diverse audiences.
“We developed an innovative idea that would engage fans and would-be fans; mixing media and digital to breathe new life into one of cinemas most iconic female action heroes.”
The first puzzle of the campaign launched yesterday on the Croft Holdings Facebook page.
Tomb Raider is in cinemas on Thursday 15 March.