Halo: Reach is the story of one team’s pivotal and heroic acts during the terrible sacrifice of its planet. It sets the stage for the trilogy and offers insight into how humanity was placed on the brink of extinction, and how Master Chief became mankind’s only hope. With such a morose narrative, our challenge was not only to excite our core fans but create an uplifting and engaging campaign that people worldwide would be inspired by. By forging global support, we created a live collaborative monument honoring the fallen heroes of the game.

Our solution was to call upon the support of our different targeted audiences to create a live collaborative monument honoring the fallen heroes of the game. Visitors to RememberReach.com selected coordinates they wished to light on a 3D virtual monument. A giant robot then lit their chosen coordinates to create a unique point of light tagged with their name. Over time, as more people visited the site, the full monument was revealed.

In 20 days, more than one million people visited the monument on the site, generating over 7 million Facebook impressions. The campaign was lauded in national publications such as WIRED Magazine and popular blogs like Gizmodo. The story was even featured on local NBC television news.

Halo: Reach posted record sales and generated over $200m in the first 24 hours.