Halo 4: Are you Worthy?
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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 servic… Read More
The idea was to create a website, areyouworthy.se, and challenge the fans to prove themselves worthy for attending Master Chief’s memorial service. Read Less
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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.