ODST exists within the popular Halo franchise, but gamers didn’t have any attachment to characters in a new story. So we built a website where users could physically get inside the heads of the new characters, through their military psych evaluations where their backstories were revealed through videos. Hidden codes in the TV commercial unlocked extra footage when entered to the site. Users also were able to download wallpapers, and video footage.
We also worked with Hulu to create an exclusive look at the characters by doing their first (and only) full screen takeover that allowed a viewer to see what it was like to enter a drop ship from space to join the battle.
We also partnered with Hulu to leak "exclusive" game play. However, when played, the viewers were slammed into a drop-pod, and experienced the footage like our actual heroes. Hulu even let us add in browser shakes to make it feel more immersive.
