A global, multi-channel fan experience campaign created to generate buzz for Halo 5: Guardians.
Traditionally, when a videogame is about six months from shipping, a PR statement is released with a game synopsis and the first look at the game's key art. It may get some endemic channel coverage - some articles, tweets, and engagement, but it's all over in about 4-5 hours.
Xbox was preparing for the release of Halo 5, and my mission was to lead my team to create presale buzz before E3.
I led the brainstorming sessions, identified potential strategies and opportunities, reviewed and shared ideas and selections with sr leadership, refined the idea and pitched it to my client, and addressed concerns and built contingencies.
I partnered with dozens of stakeholders to review and implement the plan across global channels and led my team of developers, designers, and writers to create all the assets.
The results were terrific—tens of thousands of posts, tweets, and engagement. Hundreds of earned media stories and over 36 hours of active engagement and coverage had Xbox walking into E3 with fans excited for Halo 5.
It won a Gold DMA ECHO Award, multiple Gold ADDYs, multiple District Gold and Silver ADDYs (and Judges' Choice), a couple of MIXX awards, and an Honorable Mention WEBBY.
FAN RESPONSE:
“God damn the marketing for this game is awesome.”
“HUNTtheTRUTH is amazing I love the whole campaign, ads, audio and this”
“Watching the #HUNTtheTRUTH stuff going on right now is super fun”
“This is getting exciting! #Halo5 #HUNTtheTRUTH“
CLIENT COMMENTS:
“Excellent work! Something to remember and be proud of for sure.”
– Kirsten Ward General Manager, Windows and Devices Marketing at Microsoft
“This was a huge worldwide effort and you nailed it.”
– Brian Coles Director, Consumer Engagement at Microsoft
“Thank you all, thank you to your teams. This was an absolute blast.”
– Bob Zammit Xbox CRM | Marketing Communications Manager - Windows and Devices Group at Microsoft
