Interactive ad: Xbox - Halo 5: Squadvertiser

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Top 6: February 17th 2016

Xbox wanted more gamers to play Halo 5's multiplayer. But multiplayer is only as good as the multiplayers. And currently, there's no way to guarantee getting good teammates. Team formation mostly relies on random match-ups.
Squadvertiser. It’s Halo meets HR. Rather than advertising Halo, Xbox let teams advertise for new teammates. With Squadvertiser they can create customised recruitment ads, specifying precisely the candidate they’re targeting. These run as billboards, banners and print to get teams' needs in front of a wide audience. Unemployed players can search for jobs matching their skills, and apply directly to the team.For the first time, Halo gamers can ‘hire’ who they want, forming lasting friendships in the process, leading to more Halo played. It's used by 9000 gamers daily, ads have a 17% response rate, and Halo 5 was the most-played game on Xbox Live. Agency: MRM //McCann UK