1. U.S. Army / Halo 3
Official Championship
INVENTED HERE
March 17, 2008
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2. THE
CHALLENGE
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3. Channel YA passion for
gaming as the entrée to
engage with the Army in a
fresh, new way.
Bust pre-conceived notions
and position the Army as
contemporary, high tech
and relevant.
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4. THE
APPROACH
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5. Each program element systematically
developed to drive Prospects down the Funnel.
Change Brand Perceptions
Branded Destination Experierence
Online Registration
Recruiter Information
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6. U.S. Army team initiative made successful
through McCann Worldgroup resources.
Universal McCann spearheaded the
program; constructing the communications
platforms and bringing emerging media
opportunities to the forefront.
McCann Erickson provided strategic
planning insight , brand stewardship.
MRM guided creative development and
digital extension into goarmy.com.
Weber Shandwick managed press and
measurement of media exposure.
Momentum involved in facilitation of LIVE
Championship Tournament event.
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7. THE
OPPORTUNITY
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8. Harness the momentum of the
immensely successful Halo
franchise through an exclusive
sponsorship of the first official
XBOXLive Halo 3 tournament.
• #1 best-selling video game EVER.
• Holds the record for the highest
grossing opening day in entertainment
history.
• More than one million people played
Halo 3 on XBOXLive in the first 24
hours, the biggest gaming day in
history.
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9. BRINGING THE IDEA
TO LIFE
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10. SUMMER 2007 OCTOBER JANUARY
• UMI begins to broker • Teaser banner ads • 1st Basic Combat • Co-Branded banners
XBOX relations and begin running on MSN Training Event - Sniper begin running on
secures official Sponsor and XBOXLive School - launches MSN, MLG and
position Vibrant networks
FEBRUARY
• 2nd Basic
Combat Training
Event – Heavy
Weapons -
launches
• Opportunity for Army • Championship to • Army Facebook • Final Basic Combat
integration with Halo be broadcast LIVE pages launches as Training Event –
movie and other with G4 Network destination for Halo Vehicle Training -
franchise extensions and gaming content launches
2008 AND BEYOND JUNE March 10

11. EXTENDING THE
Social Media:
RELATIONSHIP… • Myspace: Leveraged 64K community to drive
traffic to the registration page.
• Facebook: Launched profile to mirror
Branded Destination Experience.
Broadcast:
• Integrated LIVE Event: To involve U.S.
Soldiers and Celebrity gamers filmed at a
secure location.
• MLG: Traffic driving partner via Tips & Tricks
videos and Halo 3 Film Festival
Other Extenders:
• PR: Major Gamer Blogs and Gaming
Magazines (OXM)
• Industry Trades: AdWeek, AdAge, Cream
• Military Publications: Stars and
Stripes, Military.com
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16. Vibrant Media
MLGPro.com:
Championship Countdown and
Halo 3 Film Festival
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17. Print Extension:
Official XBOX Magazine
with QR Code
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18. MLGPro.com Tips and Tricks Videos
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19. HISTORY MADE
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20.  1st deviation from BDE template
 1st use of music within BDE
 Record-setting gamer picture downloads
 Record-setting theme pack downloads
 Most content downloads
 Highest CTR on XBOXLive in advertiser history
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21. Q&A
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