Case studies » Eidos Entertainment
Lara Croft Tomb Raider Video Game Sequel and Profile Building for Character
Client Engagement
Prior to the release of subsequent sequel products, Eidos needed help to improve the lagging image of the once popular Lara Croft – video game star of the Tomb Raider and Tomb Raider 2 action/adventure series that drove sales of the PlayStation, vaulting the installed base of the PlayStation and Lara’s popularity to millions worldwide.
On Eidos’ behalf, Double Forte created a multi-phased communications program targeting its key media and community audiences that centered on a slow-build approach to establishing credibility and enrolling media/consumer support. The key campaign mandates were: 1) acknowledging the problems with former games; and 2) showing, not telling. The Tomb Raider brand and PR teams conducted multiple media tours to ensure the right messages were being heard and proven with gameplay. The tactics for this program included developing strategy and messaging then executing media tours and a well-supported review campaign to media. The campaign featured creative assets including the delivery of a real birthday cake to targeted game reviewers along with a brochure that suggested story angles.