The arctic conditions of Siberia have hit London today (in the form of a billboard with eight Tomb Raider fans enduring 24 hours of wind, snow, and freezing temperatures). The marketing ploy from X-Box and McCann London comes before the release of the latest-gen Rise of the Tomb Raider game and promises the last fan standing a ‘trip inspired by’ the franchise.
The ordeal is being streamed across the world here through the event’s website. Viewers can vote to change the conditions of the competitors’ environment in whatever sadistic way they see fit. The group is apparently comprised of 8 people sifted from hundreds of applications since October, with experiences ranging from survivalists to hardcore and even just casual gamers.
Musings of a Mario Minion 
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