xbox activation: ’An Ancient Evil Awakens’
Halo 4 needed a threat big enough to make even Master Chief look vulnerable.
So for the launch, we brought that threat into the real world — illuminating London’s skies with a two-tonne, UFO-like light installation over the River Thames.
The stunt generated national coverage across the BBC, ITN News and The Sun, reached 32.3 million people on Twitter, and helped make Halo 4 the biggest first-party launch in Xbox history at the time.
The game went on to generate $220 million on its opening day and $300 million in its first week.
Agency: McCann London
Concept : Elias Benakrich
pr: news coverage
Watch the news coverage about the ‘UFO’ that made the headlines.
making of: The Glyph
The Glyph measured 50 feet (16 metres) in diameter and weighs 3.2 tons
A team of over 50 designers, engineers and fabricators created the Glyph.
It took approximately 8 weeks to design and construct: 2 weeks to design with the engineers, 4 weeks to build the aluminum structure and 2 weeks to apply the LED lighting.
There are 455 LED light strips mounted onto 37 panels and a total of 113,096 LEDs of a pure orange color
The 'UFO' consumes 20 KW of power
The dynamic lighting effects are all powered and controlled from an onboard electrical and computer system
The effects were orchestrated by a remote control system in a boat following the Glyph.
The helicopter flew at a height of 600 feet (183 metres) with the Glyph suspended 350 feet (92 metres) above the River Thames and required a special helicopter licensed pilot from Norway.
photos: from the event
On location, Masterchief's prepared to fight along with hundreds of excited Halo fans.
