Halo symbol flown over London for game launch

Microsoft continued its attempts to grab attention for the launch of 'Halo 4' for the Xbox 360 by flying the game's Glyph symbol over London last night.

Halo: symbol over Tower Bridge
Halo: symbol over Tower Bridge

Suspended from a helicopter, the symbol flew over the River Thames from Greenwich Peninsula to Tower Bridge, as part of a project led by AKQA.

Chris Lewis, vice president, interactive entertainment business at Microsoft EMEA, said: "’Halo’ launches are renowned for being entertainment game-changers and we are back with our most ambitious projects to date."
 
"The Glyph flyover makes the seemingly impossible world of science fiction a reality, a 50 foot symbol of the Didact hovering in the skies of a major capital city, seems a fitting way to herald the next chapter of this phenomenal blockbuster franchise."
 
Fans were able to buy the game at midnight openings in 40 countries at more than 10,000 stores including more than 350 locations in UK, including the flagship event at GAME Westfield Stratford.
Marketing activity for Halo is backed by record levels of marketing investment for the launch of an Xbox game, according to Andy Irving, the brand’s UK senior product manager.

A 60-second TV spot, produced by David Fincher, director of The Social Network, broke in October, while a second ad, using consumers' Facebook information, is to run on Channel 4.

Last week the Halo universe was recreated in Liechtenstein by transforming major landmarks including the 13th century Gutenberg Castle and a working mine.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Look out for the invisibles and introverts in your agency
Shares0
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Just published