It's not often that people are eager to read terms and conditions, but if it means being part of Xbox's 'Survival Billboard' advertising 'Rise of the Tomb Raider,' it hardly seems like a chore, even if the print is rather small.
The Survival Billboard will challenge participants to endure the elements of all sorts of harsh weather conditions. The entire event will be livestreamed so that fans can watch.
This print ad to lure in competitors called the 'Terms & Horrible, Horrible Conditions' makes note that the "Foolhardy Entrant" will be exposed to "extreme heat, arctic cold and psychological tribulation for 24 hours." However, it's also mentioned that the only skills required to survive are inner strength, determination and courage. As much as the terms and conditions are spelled out to describe an awful scenario, the test of endurance will be appealing as an extreme experience to some daring Millennials. Just as the test is a challenge of will, getting through these lengthy terms and conditions requires just as much perseverance.
Endurance Challenge Ads
This Xbox Ad Forces Contest Applicants to Read Terms and Conditions
Trend Themes
1. Experiential Marketing - Brands can create an immersive experience that appeals to daring millennials, leverages extreme conditions and livestream engagement for campaigns.
2. Gamification - Brands can apply game-like elements, such as challenges and rewards, to otherwise dull or unappealing activities like reading terms and conditions.
3. Livestream Advertising - Brands can build engagement by creating high-quality, live streams that bring immersive experiences or real-time updates on campaigns, promotions, and events.
Industry Implications
1. Advertising - The advertising industry can leverage the power of experiential events, gamification, and live streaming to create truly innovative and disruptive campaigns.
2. Entertainment - The entertainment industry can incorporate interactive elements in movies, games, and TV shows that appeal to the newer generation of digitally-immersed and experience-driven viewers.
3. Technology - The technology industry can help improve the infrastructure needed to create engaging and high-quality live streams, enable virtual and augmented reality experiences even in remote locations, and develop better wearable technology for extreme conditions.