CRM called upon the Halo Nation to ‘enlist’ via Facebook. Immortalized in a Roll of Honour, this commitment to Halo’s fight involved fans and provided social currency. But requiring scale, our battleground was TV.

We integrated enlisted Facebook profile images in a series of TV spots. Each broadcast called upon more to join. As they did, the Roll of Honour expanded on air. With media partners, we developed a unique process: spots produced, approved, cleared and broadcast within hours. Monday, enlist online. Tuesday, celebrated hero on TV!

Furthering our dynamic call to arms, each spot also featured ‘live’ stats showcasing how many had fought (played Halo online!) so far. Data streamed direct from Xbox Live, and channel dependent, was accurate 5 minutes before broadcast. The biggest number broadcast was 4,726,343 players!

Furthering scale, our online driven on-air initiative was executed in 4 key markets: France, UK, Spain and Italy.

Our dynamic, digitally integrated TV spots were seen by 31 million individuals. 33 bespoke spots were created and broadcast over a two week period. News of our call to arms reached 523,261 Facebook accounts. Our initiative generated 550 news stories and blog reports, and in earned media alone, repaid total program costs two times over. Most importantly, Halo 4 smashed all ambitious sales targets, outsold Halo 3, and became the biggest selling Halo game ever!