MARKETING MIX: Just what do you do with a life-size Lara mannequin?

It’s not every day you get the chance to buy a life-size model of the girl of your dreams - but last month every console addict had the chance to make their fantasy come true.

It’s not every day you get the chance to buy a life-size model of

the girl of your dreams - but last month every console addict had the

chance to make their fantasy come true.



A life-size plaster mannequin of virtual heroine Lara Croft was up for

grabs at an online auction to raise money for Youthnet, the UK’s leading

internet charity, which runs youth-oriented web site TheSite.org. The

auction was organised by the British Interactive Multimedia Association

(BIMA), as part of its ongoing support of Youthnet as its charity of the

year.



The mannequin was created for an in-store promotion for Eidos, the

creators of Tomb Raider, the game that turned Lara into a worldwide

icon.



BIMA rescued Lara from her storage-room confinement when it contacted

Eidos, which was happy to release her.



With the cyberbabe as its star lot, the auction was promoted in lads’

mags as well as online. Yahoo provided free auction facilities and

bidders accessed the auction through the BIMA web site.



There were eight bidders for Lara, who was snapped up for pounds 910

With the new owner reluctant to reveal their identity, Mix can only

wonder what new adventures Lara is getting up to.



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