Tomb Raider, featuring the most iconic female video game character of all time, Lara Croft, is celebrating her 20th birthday—and Square Enix is inviting the entire fan base to join in.

A majority of the festivities will take place during this year’s Electronic Entertainment Expo (E3), but Square Enix and Crystal Dynamics are including those outside the expo floor through social media and a number of contests. At this year’s E3, a special episode of Square Enix Presents (the publisher’s live broadcast from the show floor) will highlight fan-favorite tombs from the past two decades of Lara’s adventures. While visiting the booth, show attendees can receive a limited edition, custom-engraved medallion with the 20-year celebration logo.

Meanwhile, outside the expo, Square Enix is engaging fans globally with the question, “What does Tomb Raider mean to you? Fans are invited to submit a video explaining how the franchise has influenced or inspired them, as well as their favorite memories from the games or movies. For the fan art community, an art contest is underway through June 17. Winners will each receive $1,000 and will have their works featured in a special print art offering to be revealed later this year.

Tomb Raider 20
During this year’s PAX East, Square Enix hosted a panel entitled, “Lara Croft: The Undisputed Queen of Gaming,” which included a number of announcements and a cosplay contest. Other announcements celebrating Tomb Raider‘s 20th anniversary include how the original franchise composer, Nathan McCree, is creating a musical collection entitled, The Tomb Raider Suite. Available this fall, the collection will include all classic compositions, as well as extensions and variations of original tracks from the first three Tomb Raider games. A TV documentary called Tomb Raider: Remastered will give fans a behind-the-scenes look at the entire composition process, and the album will be accompanied by a live concert in London, which corresponds with the official 20th anniversary date (November 14) of the original 1996 release of the game. Further details about the concert will be revealed at a later date.

In a marketing strategy that includes fans of both the classic and reboot versions of Lara Croft, Square Enix is not only honoring their tomb-raiding icon but her audience as well. This all-inclusive strategy, using the hashtag #TombRaider20 on social media, celebrates all those jumping, flipping and shooting memories that made Lara Croft an unforgettable character. By connecting with their audience on an emotional level, Square Enix utilizes Frontline Marketing to engage them on a level that is both authentic and consumer-first.