We created an immersive, 360º mobile-first experience called Halo: Starscope to promote the release of Halo: The Master Chief Collection on Xbox One. To show off Starscope, we created interactive ads, and social posts released through Xbox’s various channels. The social posts were a series of coded messages that hinted to rewards hidden throughout our experience. The interactive ads gave viewers a glimpse of the Halo universe and its unique immersive functionality.

Both directed gamers to Starscope, which placed them right in the middle of the Halo universe. Using their mobile device as a window to the stars, gamers could look in any direction to explore the galaxy and learn about the franchise’s most iconic guns, maps, planets, and ships.

Promotional elements include:

• Social media campaign extending across Xbox’s various social channels.

• Mobile and tablet-targeted interactive ads.

• Campaign landing environment leading into the experience.

Since the franchise is set entirely in outer space, we created a 360-degree, immersive experience that placed fans right in the middle of the Halo galaxy. Using their mobile device, gamers could look in any direction to explore the universe and learn about the franchise’s most iconic guns, maps, planets, and ships.

Once launched, our experience pushed the limits of a mobile site by utilizing a device’s accelerometer to achieve 360-degree views of an entire universe that performed seamlessly across multiple devices and operating systems.

Starscope received three times more unique visitors than other Xbox digital experiences in the first week alone. We quadrupled Xbox’s standard conversion rate for a title release, and achieved nearly 10,000 more pre-order clicks.

In the end, Halo: Starscope created a space of inspiration, education, and activation, bridging the gap between hardcore and newfound fan like never before.