To celebrate the launch of Rise of the Tomb Raider on Xbox One, eight people were challenged to channel their inner Lara Croft and survive 24-hours strapped onto a billboard for 24 hours, the ‘Survival Billboard’ in central London. The eight contestants, made up of survivalists and fans of the game battled against the elements, as voted for by the public. People were able to tune into a livestream at a dedicated website (survivalbillboard.com) and vote on the weather conditions that the competitors will be subjected to. Contestants faced artic cold, intense wind, wild snowstorms and sudden heat – it was all up to the voters! None of the contestants were actually able to withstand the torture for the full 24 hours. After several excruciating hours, only three contestants were left standing as the finalists. The winner who survived for 20 hours on the billboard, outlasting all of his rivals, repeatedly shouted "Are you not entertained?" He won a Tomb Raider-inspired holiday.