HALo Clicktacular
client: xbox
AGENCY: AKQA
Way back in 2010, XBox bought a banner that took over the YouTube home page. We were tasked with using it to promote Halo: Reach, which we were building an ad campaign around. That centered on Master Chief and the storyline, but all we had to work with for the banner was pre-existing game art. There’s not a ton you can do with that. At the same time, I couldn’t understand why we were ignoring multiplayer mode. It’s the best part (IMO) , and massively popular. NOW WAS OUR CHANCE.
We took the most iconic parts of multiplayer mode—the tongue-in-cheek achievements, the gravelly VO celebrating your killstreaks—and built a secret set of our own that could only be unlocked by engaging with the YouTube home page.
In 24 hours: 57 million impressions, 16,000+ hours spent. Within 12 hours, fans had unlocked, catalogued and shared all 28 badges and 81 sound bites. Clicktacular eventually earned a home on Halopedia, and is still brought up on Reddit once in a while.
(Awards: One Show, Silver Pencil)
