ORANGE READIES LARA CROFT CAMPAIGN
Copyright 2006 Naked Ape Press Release

[ December 7th 2006 ]

Eidos New Media, one of the world’s leading publishers and developers of mobile entertainment software, has developed an exclusive partnership with Orange to launch the ground breaking new Tomb Raider Legend game for mobile phones. Orange will exclusively launch the mobile 3D game in December.

As part of the agreement Orange and Eidos will embark on an extensive marketing campaign across outdoor, DM and online media, as well as PR. All marketing is directing customers to visit orange.co.uk/TombRaider to download the game and register for the Tomb Raider challenge. The game will then be available through other networks at the beginning of January 2007.

Poke London has also developed a viral campaign for Orange which invites visitors to the Orange website to enter themselves and three friends into a competition to win a trip to Machu Picchu in Peru – the sort of ruins that Lara Croft has visited in her many adventures.

The puzzle-based competition differs from traditional virals as the initial visitor and their three friends must all complete a part of the puzzle individually to enter the prize draw. Emails are automatically sent to each team entrant to update them on the progress of their team-mates, making the competition more interactive and compelling for all involved.

More details on the competition here and here.