It tells the story of a campaign that broke industry conventions by reimagining the competitive landscape it was operating in. This paper tells how we had to extend the appeal Halo beyond a loyal hard core fan base in order to make Halo 3 the biggest entertainment launch of all time. This epic story has helped bring the franchise to a new audience, in doing so making Halo 3 the biggest entertainment launch of all time.Īs a body of work this campaign shows us that the proliferation of media channels is not a challenge for integration, but an opportunity to tell a story across a bigger marketing communications canvas. Halo 3’s ‘Believe’ is a tale of planning working to ensure media and creative combined across numerous channels to tell an epic story.
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