HALO 3: IRIS INTEGRATED CAMPAIGN

Halo 3: Iris
Iris was a global episodic campaign centered in Halo’s rich narrative and built around a tight, core audience – known as Halo nation-- but spiraled out into the mainstream through a variety of innovative channels and technologies. We engaged a number of both online and offline mediums, from cryptic runes, hidden kiosks at Best Buys, digital comic strips, fragmented voicemails, online applications like Windows Live Maps, to mobile ring tones to lead gamers back to Halo3.com site to ‘unlock’ web based content. The combination kept the users boards humming from June to August resulting in tens of thousands of global participants.