Challenge:
Xbox wanted more gamers to play Halo 5’s multiplayer. But multiplayer is only as good as the multiplayers. And currently, there’s no way to guarantee getting good teammates. Team formation involves being randomly matched with other players, many of whom are selfish, or abuse and betray you.
Solution:
Squadvertiser. It’s Halo meets HR. Rather than advertising Halo, Xbox launched a digital tool that let teams advertise for new teammates. With Squadvertiser they could create customised recruitment ads, specifying precisely the candidate they were targeting. These ran as billboards, banners, print and social media to get teams’ needs in front of a wide audience of potential recruits. All these media always led back to the central utility, creating a coherent user journey from channel to channel that helped to build the idea.
Results:
For the first time, Halo gamers could ‘hire’ who they wanted, forming lasting friendships in the process, leading to more Halo being played.
- Squadvertiser is used by 9000 gamers daily
- Ads have a 17% response rate
- Halo 5 became the most-played game on Xbox Live