Halo 2 is best played in an online multi-player environment, via the X-Box-only Live network. We created a promotional campaign based on teamwork, asking current live gamers to create large Halo 2 Live Battle Units in order to win prizes. As each unit grew, their DNA strand grew too, giving each member a potent symbol of their part in the unit.

3,847 new prospects, an increase of 1,000% over the numbers before campaign started. And more defined profiling and segmentaton across the existing database.