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Xbox


Halo Wars 2


Xbox


Halo Wars 2


Insight

Events are a pillar of video games campaigns, offering influencers and fans a chance to play prior to release and drive hype.

Our challenge was to take a stale format and reinvent it to deliver an experience that would astonish our attendees and drive scale around the world.

Idea

Edelman created a live experience that dropped influencers into the chaotic onslaught of a real battle – bringing the intensity of the new Blitz Mode to life.
Typically, the games industry engages with influencers with formulaic game launches.
We ripped up the rulebook for this campaign and invited influencers to our biggest ever traditional media preview event to get hands-on with the game, like never before.
Gamers were pulled from the main event and led to a rigged room unaware that this was no longer a conventional games demo.
The room transformed into a military command centre with a live action lieutenant and video feeds to soldiers on the battlefield.
In an instant, they had the potential to become a hero.

Impact

Video views across owned and earned:

Total coverage:

20 influencers participated across 6 markets, generating 2 Twitch livestreams and 21 videos published across influencer channels.

One in seven of all downloads of the beta came directly from Instant Hero content on owned channels.

80 media and influencers attended the preview event from 17 markets, delivering over 85 preview stories and 50 gameplay videos.

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