Xbox

Love, Grit and Hypothermia: The Real Story Behind Xbox’s Insane ‘Survival Billboard’

Last November, Xbox celebrated the launch of Rise of the Tomb Raider in the U.K. with quite a sadistic stunt in London. It challenged eight Lara Croft fans to stand on a billboard and get pummeled with harsh weather, as voted for by the public watching online. Last person standing would be the winner. In the end, the McCann London stunt was a rousing success. And last week at Cannes, the work won 17 Lions, including five golds, becoming one of the most-awarded campaigns of the year. We wanted to learn a little more about how McCann pulled off the stunt, which of course brought with it myriad logistical and medical concerns. Below, Lolly Thomson, co-president and chief creative officer at McCann London, tells us how it all came together—from the contestant who got hypothermia to two others who found a love connection. 

8 People Are Being Abused for the Next 24 Hours on This ‘Survival Billboard’ in London

Xbox is celebrating the launch of Rise of the Tomb Raider in the U.K. by punishing eight Lara Croft fans with a sadistic stunt—forcing them to stand on a billboard in London for 24 hours and pelting them with harsh weather conditions, as voted for by the public.

In the Age of Cord Cutting, Nielsen Plots Its Overhaul of TV’s Outdated Ad Metrics

It's been nine years since networks and advertisers agreed on the eligibility criteria for C3 and C7 TV ratings, but given the seismic shifts in the industry since then, it feels more like 90 years.

When Tech Brands Pivot, Marketers Must Sell the Changes With Aplomb

The wand-waving and arm-flapping that defined a Wii-inspired generation of gamers are going out of vogue—and that's a problem for Just Dance. The video game built up a following of 54 million users who depended on motion-control technology—which game consoles from manufacturers like Sony PlaySta

This Week’s Must-Haves: a Remote That Looks and Acts Like a Smartphone

This week, Adweek is highlighting some nifty devices and accessories that should help you relax in the comfort of your own home. Have a look!

Here’s a Look at How Microsoft Makes Its Money in the Post-PC Era

Microsoft had to absorb a $7.5 billion loss because its plan to buy Nokia and then grab a bigger share of mobile devices mostly failed. The Redmond, Wash.-based company has a 3 percent share in the smartphone market, and its Surface device has only seen modest sales, $888 million last quarter.

Microsoft Gives a Nod to Boyhood With New Windows 10 Ads Featuring Ethan Hawke

Ethan Hawke is helping Microsoft introduce the new Windows 10 to the world. The Boyhood star is the voice of the new TV campaign that launches today ahead of the big Windows 10 rollout starting July 29.

Revolt Study Shows Millennials Still Prefer Watching Long-Form Content on TVs

A new study from Revolt, the network founded by Sean Combs, shows that 15- to 29-year-olds still enjoy watching long-form content on their televisions, but that doesn't mean they only want linear TV shows.

How the Xbox Shot Its Way Into Gamers’ Hearts

It was a minute after midnight in Times Square, and the scene was utter bedlam. Lime-green spotlights crossed the winter sky, digital billboards were on overdrive and celebrities like Dwayne "The Rock" Johnson were out in force. But this was not New Year's Eve. It was Nov. 15, 2001, and the center of attention was the Toys R Us store.

Inside the Massive Campaign Behind Call of Duty: Advanced Warfare

Disembodied, badly equalized and with no musical cues or ambient sound around it, the nonetheless recognizable voice of Kevin Spacey in sneering antihero mode fuzzes over the computer speakers. "You think that you can just march into these countries based on some fundamentalist religious principles, drop a few bombs, topple a dictator and start a democracy?" he asks. "Ha!