To celebrate the launch of Halo 4 we created the first Facebook-integrated TV campaign, broadcast live in the UK and across Europe.

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Through our knowledge of the fan community built up from years of interaction, we appealed directly to the Halo Nation, our most passionate fans, to sign up to the The Roll of Honour, an online Facebook gallery that logged their name and profile picture on the Roll of Honour for everyone to see. 

 

We also used Facebook, banners, print, OOH, and TV to notify the broader gaming community to enlist.

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For those valiant soldiers who answered our call there was the chance for the ultimate recognition of their courage— European-wide acknowledgement of their heroics on primetime broadcast television. In a unique technical innovation, we were then able to stream randomly selected heroes from the gallery and key selected fans into a series of 20-second bespoke television commercials. 

 

For the first time, Facebook was combined with TV. To add scale, we also pulled real-time data from Xbox LIVE on the number of soldiers engaged in the Halo fight to within five minutes of the ad going on air.