Microsoft is backing Rise of the Tomb Raider with an expensive and unusual marketing push.
The sequel to 2013's reboot of the franchise is exclusive to Xbox One and Xbox 360 for 12 months and launches on November 13th.
There will be a multi-million pound UK marketing investment to support a title of this magnitude,” said Jon Edney, Xbox first- and third-party category manager.
Our investment in non-traditional channels continues to grow as we explore new ways to showcase our games.
"One of the custom components within it is a landmark Instagram experience that will give fans a customisable visual journey through the world of Rise of the Tomb Raider."
He added: "It's fair to say that the home of Tomb Raider is right here in the UK; not only does that open up opportunities from a PR perspective, but also has an influence in terms of the location of major marketing investments.
"For example, the Survival Billboard, a campaign which will culminate in eight UK Tomb Raider fans being placed on a live billboard in central London for 24 hours, experiencing wild Siberian weather conditions in a test of endurance, courage and self-discovery, akin to what Lara has to face in the game.
"The decision to locate a global launch activation of this scale in Britain speaks volumes about the importance of the UK."