Halo 4 was a venerable, unfashionable, sci-fi game, in a new world of Modern Warfare. Our mission: contemporary relevance & contagious hype.

Our answer – the Halo community, more passionate and vociferous than that of any competitor.

We mobilised this 'Halo Nation' with the world’s first ever Facebook integrated TV campaign.

Entering the Facebook app gave the chance for gamers to actually feature in bespoke TV ads, that also pulled real-time data from Xbox LIVE on the numbers playing Halo worldwide.

We delivered an overall ROI greater than 2:1, and made Halo 4 hit no.1 in the charts across Europe.

In a category obsessed with 'real' shooters, to make Halo’s sci-fi setting relevant we looked to the actions of real nations in times of war: all nations recruit soldiers and celebrate heroes.

These heroes weren’t hard to find. No competitor’s community is as dedicated and passionate as the Halo Nation. Halo may have been overtaken by bigger, louder competitors but the Halo Nation had stayed loyal. Combining the interaction of social media with the reach of broadcast media in a world first, we could celebrate this passion, attracting new fans whilst giving something back to our most loyal followers.

- 33 bespoke spots were created and broadcast over a two week period.

- Our dynamic, digitally integrated TV spots were seen by 31m individuals.

- Our call to arms reached 37,100 people on Twitter and over 523,261 Facebook accounts. Many of those included on air posted ‘their’ spots online, recording tens of thousands of additional impacts.

- We generated 550 stories, features and blog reports online, and in earned media alone, repaid total program production costs two times over.

- All helping to make Halo 4 the biggest selling Halo game ever in Europe, exceeding targets by almost 20%