Halo launch - An event experience with strategic marketing for Microsoft

At a time when ‘event agency’ was a hot buzzword, Louder was commissioned by Microsoft to launch the game Halo. To reach the target audience, it was crucial that the message was received positively, especially within this subculture.

The solution was a spectacular concert in the Berwaldhallen where the Royal Philharmonic Orchestra and the Royal Choir participated, together with the extreme dance group North 64. Through motion graphics, we programmed a digital Masterchief that danced with the ballet group, creating a unique and memorable experience.

To spread the message, the Backyard Babies were also involved, performing a song with the Philharmonic, and similar bands from each Nordic country contributed to the campaign. Dregen, from the Backyard Babies, also did a tattoo of Halo, which attracted a lot of media attention.

Although the project was carried out before social media was established, we documented the whole process via a blog, which was innovative at the time. The tickets for the concert were released and sold out in just five minutes.

The result of this project was a great success – the launch was even mentioned in Microsoft’s annual report and helped increase the company’s value. Louder Family was awarded Best Practice by Microsoft, as well as the Golden Wheel and a Gold in the SPINN PR Awards.

This project shows how a strong idea, customer trust and good project management can lead to a memorable launch in the tech industry.