To truly invade their world online and outdoors, the creative was tailored to the innovative media formats. On news websites, we negotiated "news flash" stories about Halo spacecraft sightings and on Messenger Halo emoticons were available for "chat". On music sites, we positioned Halo as the latest single release and on job search sites the message referred to seeking a career change. Pioneering outdoor formats declared that "Earth needed them" depicted street battle scenes.

Exceeded eight week sales goal by 60%! Colossal buzz on the streets with 104,000 units sold in the first week - the fastest selling game of all time in Australia (previously 58,000). Unprecedented brand engagement was demonstrated via 70,000 registrations online and a click through rate of up to 5.19% (industry standard 0.3%).