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We were asked to exceed the expectations of the most die-hard Halo fans that set a new precedence in fan engagement for a Halo launch.
If you’ve met hard core Halo fans like we have many times before, it’s apparent they demonstrate some very unique characteristics; They love to game, they love special & unique memorabilia related to the game & they love to demonstrate their passion for the game with friends both digitally via online communities, etc. and physically via game merchandise, etc.
Taking into account the above characteristics we aligned these key personality traits with an idea that centred around creating a real world gaming experience where we allowed Fans to win a priceless piece of Halo memorabilia that demonstrated to their peers they were truly worthy of being labelled a hard core Halo fan.
Combining the world’s oldest advertising medium (Outdoor) with the world’s latest smartphone technology (Near Field Communications) we created a “real world” Halo gaming experience like no other where fans could battle each other to “Capture the Poster”.
To make this poster truly priceless we flew out Halo 4 Creative Director, Josh Holmes, who individually signed 376 Halo posters.
The first to “tap” their smartphone on 1 of the 376 outdoor sites “captured the poster” at that specific location.
Any fans who subsequently “tapped” a captured location were given exclusive Halo 4 content such as trailers, character profiles and screensavers.
Cleverly using Facebook where 320,000 Halo fans were following Xbox, we generated excitement and on-going news related to “Capture the Poster” so fans could be kept up to date in real time about which outdoor poster sites had been captured vs. poster sites that were still uncaptured.