Liechtenstein Transforms into a Halo 4 Level
In what is possibly the biggest publicity stunt ever for a video game, Microsoft have enlisted the help of a whole country to promote the soon to be released Halo 4.
The Xbox team has transformed the Principality of Liechtenstein by taking over some of the country’s most iconic landmarks, including a thirteenth century castle and a working mine, to create a real-life replica of the Halo universe within the heart of Europe.
The mountainous landscapes of the normally tranquil Liechtenstein countryside became a stage for an epic sci-fi saga as fans and worldwide media from sixteen different countries were treated to a mysterious alternate universe inspired by the video game franchise which has sold a staggering forty-six million copies worldwide since launching in 2001.
Working with government-owned Liechtenstein Marketing, which promotes Liechtenstein as a tourism destination and a place to do business, the unique makeover included:
- Re-imagining a thirteenth century castle – standing on a seventy metre high spur of rock, Gutenberg Castle, one of the most important historical landmarks of Liechtenstein, took on a new guise as a futuristic military fortification where guests become among the first to play “Halo 4”
- Overtaking an entire quarry – a working mine became a jaw-dropping arena for sci-fi adventure, with an appearance from the hero of “Halo 4”, the Master Chief, amidst a series of pyrotechnic explosions
- Creating a military camp in the countryside – a local farmer’s field become a post-apocalyptic battle ground
- Finishing touches included the use of bespoke props, special effects and pyrotechnics
- Immersive theatre – fifteen actors took guests on a two-hour adventure which involved decoding a series of cryptic clues to help save mankind from extinction by fighting off the threat of an attack
Microsoft have stated that Halo 4 is their most expensive game yet, eclipsing the $6.5 million they dedicated to Halo 3 and this event highlights the marketing muscle companies are providing for the big money business that video games now provide.
““Halo” is a $3 billion blockbuster franchise which has shaped entertainment history and defined a generation of gamers,” said Chris Lewis, Vice President, Interactive Entertainment Business, Microsoft EMEA. “From the world’s first ever red-carpet premieres for a video game to sending a man strapped to a jet-pack fifty-foot above London’s iconic skyline, “Halo” launches have continually broken the mould and we are back with a colossal bang for “Halo 4”, transforming a country on the biggest scale imaginable”.
Halo 4 launches on November 6th.