Halo 4: Are you Worthy?

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Created: 01/08/13
Last Edited: 06/24/13
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The idea was to create a website, areyouworthy.se, and challenge the fans to prove themselves worthy for attending Master Chief’s memorial service.
  •  
    Halo 4
     
    Are you worthy?
     
    Hardcore gamers are an influential group of consumers that set the agenda
    for how new games are perceived and are hard to please. They
     had been waiting
    for the return of Master Chief 
    (The Halo main character, who many had presumed
    M.I.A.) for 
    5 years. To re-ignite their passion we wanted to give them a special
    treat as part of the important pre-order campaign. 
     
    The idea was to create a website, areyouworthy.se, and challenge the fans to
    prove themselves worthy for Master Chief’s memorial service. We created a “real”
    HALO world – a context the fans know well and can identify with – to establish
    an experience in the HALO world where Master Chief could be resurrected.
    We would also never actually talk about HALO, but rather spark the
    conversation within the HALO world.
     
    We started by creating a character - General Jack S Waters -  who could tell
    our story within the Halo universe. He featured in teaser clips on the campaign
    site and would host the actual launch event – which would be a memorial
    service for Master Chief. 
     
    Credit: Digital production State Interactive
     
  • Pre-order Campaign
  • Teaser film
  • AreYouWorthy.se / General Jack S Waters give you an introduction to the challenges and a hint of the award if you are proven worthy.
     
  • AreYouWorthy.se / Users had to solve all ten challenges in order to be worthy. To an outsider, it is impossible to pass, you must be a true fan.
     
  • AreYouWorthy.se / After each challenge the map would zoom in, closer and closer to the location of the memorial service. But only if you are worthy the correct location would show up and you could claim your ticket to the event.
  • The Launch event (memorial service)
  • Invitations to Master Chiefs memorial service were produced by hand
     
  • Invitations with the flag of the fallen hero were sent to medias.
  • Fans in line before the event.
     
  • Launch event.
  • Launch event.
  • The resurrection of Master Chief.
  • Timelapse showing the Launch Event.
  • Fans gathering around the resurrected Master Chief.

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