Xbox is subjecting eight people to intense wind, Arctic cold, sudden heat, and snow whilst standing on a billboard for 24 hours.

The "survival billboard" stunt is designed to promote the latest game in the Lara Croft franchise, "Rise of the Tomb Raider," which is set in Siberia.

The eight contestants will have their plight live-streamed on a dedicated website and Twitch from 1pm GMT/8am EST on Thursday. Sadist viewers can vote for the harsh weather conditions inflicted on the competition entrants.

The last person standing on the ledge, which is situated on a real billboard in London, will win "a trip inspired by Tomb Raider."

The campaign was created by agency m:united \ McCann London.