THE CHALLENGE
Halo 5 needed buzz ahead of launch—but traditional marketing felt predictable. Our mission: ignite fan enthusiasm globally with a campaign as epic and collaborative as the game itself.
THE INSIGHT
Halo fans thrive on collective problem-solving and discovering lore together. A puzzle spanning continents could transform passive anticipation into active participation.
THE IDEA
Create a global puzzle hunt, challenging players worldwide to uncover the secrets of Halo 5 together.
THE EXECUTION
Built and hid digital puzzle pieces across global channels and media
Activated social media and influencers to amplify discovery moments.
THE RESULTS
Tens of thousands of posts, tweets, and engagement.
Hundreds of earned media stories and over 36 hours of active coverage
Record-breaking pre-orders and launch-day sales
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.
MY ROLE
Creative and strategic leadership: concept ideation, global rollout and coordination, and overall creative execution.
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, Corporate Vice President, Xbox Central 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
