Halo: Reach was the prequel to one of the most successful videogame trilogies of all-time. After Halo 3, Microsoft had launched Halo ODST. Unfortunately, this was considered a failure by both critics and fans alike, and there was significant worry that the franchise had been diluted beyond repair.The launch of Halo: Reach had to not only result in sales; it also had to reinvigorate the franchise by shifting perception.In order to shift perception, we had to re-imbue the franchise with a sense of importance. We wanted to create an event that would create a groundswell that started with the participation of our remaining loyal fans, and then echoed out to the general public. And this even had to feel so significant, that to miss participating in it would feel like you’d missed taking part in a part of history.In the game itself, 5 Spartans (futuristic super-soldiers) give their own lives to serve as humanity’s last line of defense against an invading alien horde. And so we wanted to create a monument to these fallenheroes. But, in keeping with the Halo universe, set far into the future, wedidn’t create this monument out of stone or marble; we created it out of light.On RememberReach.com, users could watch as an 15-foot industrial robot moved with pinpoint accuracy to create one point of light. As thousands of these points were lit, a statue of light depicting these heroes came to life.Each point of light was selected by one user through Facebook. This point of light was then “theirs” for all the world to see, cementing them for all-time in videogame—and cultural—history.And their participation was then broadcast through theirsocial graph, allowing their friends to see their contribution, and encouraging them to take part on their own.With 1 million unique visitors and 337,908 unique visitors who connected with Facebook to share the experience with their friends (creating 84,477,000 maximum Facebook impressions), our client grew their evergreen social channels significantly, by gaining hundreds-of-thousands of fans.Furthermore, as outlined above, Halo: Reach launched with record sales and generated over $200M in the first 24 hours.Our client also reached the following goals: · 9MM units sold worldwide· The fastest-selling Halo game in history· The most-ever concurrent users in the history of Xbox LIVE, reached soon after launch.· Be the #1 selling game the week of launch.