Hasan Bulut

1. GUERILLA MARKETTING
Xbox ‘Rise of the Tomb Raider’
By
Hasan BULUT

2. WHAT IS GUERILLA MARKETTING?
 Guerrilla Marketing is an advertising strategy that
focuses on low-cost unconventional marketing
tactics that yield maximum results.

3.  The original term was coined by Jay Conrad
Levinson in his 1984 book ‘Guerrilla Advertising’.
The term guerrilla marketingwas inspired by
guerrilla warfare which is a form of irregular warfare
and relates to the small tactic strategies used by
armed civilians. Many of these tactics includes
ambushes, sabotage, raids and elements of
surprise. Much like guerrilla warfare, guerrilla
marketing uses the same sort of tactics in the
marketing industry.

4. XBOX ‘RISE OF THE TOMB RAIDER’
 Microsoft Xbox stepped up their marketing game in
their latest campaign where they are celebrating the
launch of ‘Rise of the Tomb Raider’ video game by
strapping 8 Lara Croft fans to a billboard.
 For 24 hours, 8 contestants were strapped to a
billboard in London where the contestants were
subjected to harsh weather conditions, as voted for
by the public.

6.  The public could tune in online
at www.survivalbillboard.com and on Twitch. They
could also then suggest what kind of weather
conditions the contestants should go through. The
billboard would then take the contestants though
these harsh conditions such as arctic cold, strong
winds, snowstorms and intense heat.

7.  The person who stayed on the billboard the longest
won an all-expenses-paid trip inspired by the Rise
of the Tomb Raider, with the opportunity to explore
some of the world’s most exotic places.

8. 20HRS 45MINS LATER...

10.  Agency: m:unitedMcCann, m:unitedMomentum,
m:unitedCRAFT, m:unitedMRM, media agency
EMT and PR agency Edelman
 http://www.creativeguerrillamarketing.com/

11. THANK YOU FOR LISTENING