Country Transformed to launch Halo 4
There’s marketing of a game, and then there’s EPIC marketing of a game – and when you’re launching the most anticipated game of the year, I guess transforming an entire country is no big deal.
In the lead up to the launch of Halo 4, Xbox have transformed the Principality of Liechtenstein (which has a population of around 36 000) by taking over iconic landmarks in an effort to recreate the Halo Universe for a one day only experience.
For this one day, Xbox360 created an alternate universe inspired by the Halo franchise for fans and worldwide media from 16 different countries to explore. Not content to simply transform landmarks, however, Xbox thrust the lucky participants into brutal battlegrounds simulated through pyrotechnic explosions, sound effects and cinematic set builds.
If you hadn’t already picked up from all this, Halo 4 is a pretty big deal. Chris Lewis, Vice President, Interactive Entertainment Business, Microsoft EMEA, had the following to say about going all out ahead of Halo 4’s launch:
““Halo” is a $3 billion blockbuster franchise which has shaped entertainment history and defined a generation of gamers.
From the world’s first ever red-carpet premieres for a video game to sending a man strapped to a jet-pack 50-foot above London’s iconic skyline, “Halo” launches have continually broken the mold and we are back with a colossal bang for “Halo 4”, transforming a country on the biggest scale imaginable”.
The makeover of Liechtenstein itself included:
- Reimagining a 13th Century castle – Gutenberg Castle was transformed into afuturistic military fortification where guests were able to get some hands on time with Halo 4.
- Overtaking a quarry – a working mine became an arena which hosted an appearance by Master Chief accompanied by a series of pyrotechnic explosions.
- Creating a Military Camp in the countryside – a farmer’s field became a post-apocalyptic battle ground complete with pyrotechnics, special effects and props.
- Immersive theatre –15 actors took guests on a two-hour adventure which involved decoding a series of cryptic clues to help save mankind from extinction by fighting off the threat of an attack
Developed by 343 Industries, Halo 4 releases exclusively on Xbox360 on November 6th.