Sky Media partners with Xbox for Halo Infinite launch

Sky Media has partnered with Xbox giving Sky Sports’ viewers the inside scoop on Halo Infinite, Xbox’s latest addition to its franchise.

The first episode of a two-part branded content series launched on November 28 on Sky Sports’ social platforms and featured two Premier League football players, West Ham United’s Michail Antonio and Crystal Palace’s Wilfried Zaha, going head-to-head  against ‘The YouTubers’ Behzinga  and Harry W2S in a multiplayer battle in Halo Infinite.  

Alongside the social series Sky Sports unveiled two of the game’s launch trailers in a single ad break during the 16:30 live Premier League game between Chelsea and Manchester United.

The campaign will also be complemented with additional media placement for the Halo Infinite trailer across Linear TV, Short Form VoD, Sky Go Linear and Sky Pub to drive awareness of the new game. By partnering with Sky Sports, Xbox aims to reach sports fans who over index for gaming. Moreover, the media campaign will utilise AdSmart to target non-Xbox users to increase reach and bring in new gamers to the Halo universe in the build-up to Christmas.

Brokered by Carat UK and The Story Lab, the campaign will run exclusively across Sky Media’s AV channels until 15th December, with episode two of the series launching on Sky Sports social platforms in week two of the campaign.