Lara Croft is one of the most famous fictional characters worldwide. For the launch of the new game “Shadow of the Tomb Raider” thinkOOTB chose to work with famous fans of this classic such as Pietro Lombardi, Giovanni Zarrella and Rafinha. Adding a few superwomen à la Jana Ina Zarrella and Daniela Katzenberger the aim was to generate a subtle placement of the game with an “out of the box” conception.
The huge reach and interactions of the celebrities Instagram posts show the success that can be reached through cleverly implemented Social Media campaigns. The post of Daniela Katzenberger has been shared by numerous media and thus achieved additional reach in the form of unpaid PR.