Xbox Promo, Case study HALO REACH: REMEMBER REACH by Akqa San Francisco

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market United States
Agency Akqa San Francisco
Creative Director Stephen Clements
Copywriter Justin Pedone
Producer Andrea Bustabade
Account Supervisor Chris Conrad
Released August 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: HALO: REACH
Agency: AKQA
Date of First Appearance: Aug 23 2010
Entrant Company: AKQA, San Francisco, USA
Entry URL:
Chief Creative Officer: Rei Inamoto (AKQA)
Group Creative Director: Pierre Lipton (AKQA)
Creative Director: Stephen Clements (AKQA)
Senior Art Director: Ian Aldous (AKQA)
Copywriter: Justin Pedone (AKQA)
Designer/Motion: Jeremiah Wassom (AKQA)
Designer/Motion: Kyle Yugawa (AKQA)
Producer: Andrea Bustabade (AKQA)
Executive Producer: Matt Boncek (AKQA)
Project Manager: Jackie Brito (AKQA)
Project Manager: Michael Ramirez (AKQA)
Project Manager: Mike Tyau (AKQA)
Account Supervisor: Chris Conrad (AKQA)
Assistant Account Executive: Luke Welch (AKQA)
Creative Development Manager: Justin Petersen (AKQA)
Senior Creative Developer: Ryan Brock (AKQA)
Senior Creative Developer: Jonathan Cipriano (AKQA)
Senior Creative Developer: Brad Johnson (AKQA)
Senior Creative Developer: Terry Lee (AKQA)
Creative Developer: Miles Lukas (AKQA)
Media placement: Website - N/A - 23 August 2010

Insights, Strategy & the Idea
For the launch of Halo: Reach, our challenge was to tease and excite our core fans and convert sceptical fans of other worldwide gaming franchises. Fans of the Halo franchise are famous for their devotion to the story and details to the game. To capitalise on this hunger, we focused on providing an immersive and unique experience that was easily sharable to other gamers. Our final solution drove awareness to direct purchases while allowing consumers to get their fix of exclusive Halo content and share their experience with their friends.

Creative Execution
Our solution was to call upon the support of our different targeted audiences together to create a live collaborative monument honouring the fallen heroes of the game.

Visitors to selected coordinates they wished to light on a 3D virtual monument. Using Facebook Connect, people’s names and profile pictures appeared alongside their point of light and a status update was posted on their Wall stating they had participated in the monument. A giant robot then lit their chosen coordinates to create a unique point of light. Over time, as more people visited the site, the full monument was revealed.

Results and Effectiveness
In 20 days, more than one million people visited the monument on the site, generating over 7 million Facebook impressions. The campaign was lauded in national publications such as WIRED Magazine and popular blogs like Gizmodo. The story was even featured on local NBC television news.

Halo: Reach posted record sales and generated over $200m in the first 24 hours.