To promote the launch of Rise of the Tomb Raider on PlayStation 4, we created a 70-foot-tall billboard in Times Square, featuring a real Jeep Wrangler dangling from a steel winch cable in front of an icy background. The Jeep had functional headlights and taillights that came on at night, and there was even a hidden snow machine that activated at random intervals, filling the intersection below with swirling snow (a first for Times Square out-of-home).

To ensure that the impact of our billboard reached far beyond its physical location, we made it the centerpiece of a national social media contest called #PrizeOfTheTombRaider – any fan who posted the contest hashtag and a Tomb Raider-themed photo on Facebook or Instagram would be entered to win the real Jeep.