We didn’t want to give away who or what the game’s villain was so we focused our campaign around a mysterious symbol that represented his signature: a Glyph. In the weeks leading up to the Awakening event, cryptic clues began to appear across the web featuring this signature. Each photo and video served as a piece of the puzzle leading to the date, time, and location of the event. Owned channels and communications were 'glitched' with increasing intensity as the ominous date grew nearer.

On Nov. 5th, a massive Glyph representing the villain’s signature appeared above London’s River Thames. The massive symbol hovered hundreds of feet above the ground as it headed towards the iconic Tower Bridge, commanding the attention of the public and the press as they thought they were witnessing a genuine UFO.

Thousands of status updates, YouTube videos, and Instagrams appeared from people on the ground as they witnessed the glyph traveling across London. As word spread, the entire Twitter reach totaled 32.3 million. Features in television, print, and online media including the BBC, the Sun, the Daily Mail, and Wired appeared in the following days. All the buzz surrounding the flight pushed the launch of Halo 4 into a major news item, helping sales of the game reach over $220 million in global sales in the first 24 hours and turning it into the biggest first-party title launch in Xbox history.