Tomb Raider Challenge | 2009 IAB Awards Winner

Posted by IAB Australia On July 09, 2009 Research & Resources


2009 IAB Awards | Brand Destination Site Winner

Tomb Raider Challenge
Agency: New Dialogue
Client: Atari

Tomb Raider Underworld represents the ninth iteration of the Lara Croft game, recognised as one of the most successful franchises in gaming history. To support its launch, New Dialogue created a very effective brand destination site replicating the excitement of Lara’s adventures with a global treasure hunt to find Lara. The judges were full of praise for the campaign and in particular the world’s first use of the Google Earth browser plug-in for the treasure hunt which enabled a rich user experience without them needing to leave the site. The campaign, which ran over a three week period, featured two challenges (daily and major) with daily clues and a downloadable desktop featuring exclusive footage of Lara Croft.

The results were exceptional with unique visitors to the campaign reaching 56,218 and 286,616 brand experiences recorded. Desktop Lara, the key to an ongoing relationship with the audience was downloaded 42,662 times.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.