You read that correctly. It’s called Survival Billboard, and to be clear, it’s a marketing campaign for Rise of the Tomb Raider’s launch in the UK — but it’s so strange (and slightly sadistic) that it’s worth a mention. Eight people volunteered to stand on a billboard in London and be subjected to a series of extreme weather conditions, as chosen by people voting online. So far, the contestants have endured snow, wind, rain and heat, and they’ve been up there for just a few hours. One contestant has already been eliminated, meaning seven remain at time of publication. The last person standing wins a trip to exotic locations around the world. If you tune in (and vote to torture these people, you monster), be warned that the ad breaks (aside from the giant billboard) are lengthy and full of Tomb Raider cutscenes. That may be a small price to pay to be a digital weather god for a little while.
Source: Survival Billboard