Square Enix partnered with Coca-Cola on a unique in-cinema experience to promote the release of the Shadow of the Tomb Raider Game. On September 12, Coca-Cola Gaming hosted 96 in-cinema viewing parties where fans could experience “The Making of a Tomb Raider” on the big screen. The 75min film followed renowned extreme sports enthusiast, Clair Marie, as she attempted real-world Lara Croft challenges that show what it takes to become a Tomb Raider. The film also captured Lara’s journey thus far, as told through in-game cinematic. Those in attendance received limited-edition collectible cups, as well as codes to redeem a “Red Shadow Band Resource Pack” in the game.

Special-edition collectible Coca-Cola and Coke Zero Sugar Tomb Raider bottles were available for purchase on the Share-A-Coke website for a limited time. The Share-A-Coke bottles and cinema events drove awareness and excitement for the September 14 game launch, and were promoted via in-theater signage, PR, email and social media.