Challenge: Increase Halo 5 multiplayer numbers.
Insight: Multiplayer relies on having a good team, yet team formation is dependent on luck.
Solution: Squadvertiser. It’s Halo meets HR. Rather than advertising Halo, Xbox let teams advertise for new teammates, by creating customised recruitment ads specifying who they need. These ran in paid media to give teams’ needs far reach.
By ‘hiring’ likeminded people, friendships formed, leading to more Halo being played.
Results: 9000 users daily, 17% ad response rate, Halo 5 became the most-played game on Xbox Live.
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