HALo Clicktacular
client: xbox
AGENCY: AKQA
Multiplayer mode for Halo: Reach is special. You aren’t just shooting, you’re unlocking tongue-in-cheek achievements and hearing an iconic voice read them out. To promote the newest game, we created a secret set of achievements and voiceover that could only be unlocked by engaging with the YouTube home page. In just one day, there were over 57 million impressions, and over 16,000 hours spent exploring the banner. Fans created forums, video captures and even stayed up all night to unlock all achievements. 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)
