Microsoft Xbox: Halo 4 -An ancient evil awakens

Category: Entertainment & Sports
Brand/client: Microsoft Xbox / Microsoft
Lead agency: twofifteenmccann
Contributing agencies: Starcom MediaVest Group

State of the marketplace & brand's business

If you are a gamer, when you think Xbox, you think Halo. By 2012, over 20 billion games had been played online, and Halo was seen as the game by many. So when Halo 4—the fourth installment of the renowned Halo franchise—launched in Fall 2012, it was going to be a piece of cake, right?

Sadly, no. In fact, its most formidable challenge was just ahead.

Let's start at the beginning. The original Halo game, Halo: Combat Evolved, arrived on Xbox in 2001 and quickly gained a significant following. Its combination of first-person shooter excitement coupled with its dynamic hero, Master Chief, was a winning recipe for gamers. In 2007, the launch of the third installment of the Halo series, Halo 3, established the game as one of the biggest video games of the decade. The launch remarkably featured 1 million copies pre-ordered, took in 170 million dollars on the first day, and sold 2 million copies in the US within the first week. (Source: Reuters/Gamespot, 10/07) Halo seemed untouchable, but this would change.