Xbox 360's Halo 4 promoted its launch in the UK last night with a massive, illuminated "Halo Glyph" which was flown over London by helicopter. The Glyph, which measured 50 feet in diameter and weighs 3.2 tons, was illuminated by 113,096 LED lights flew 350 ft above the River Thames from Greenwich Peninsula to Tower Bridge. According to XBox, it represents one of the largest objects ever to be flown by helicopter as a lighting art performance.

While AKQA was the lead agency involved in producing the London 'Glyph' experiential event, it worked with Cinimod as the lighting art performance partner, Helirig as the helicopter operator, and Archer's Mark as the production partner. Twofifteenmccan developed the campaign strategy and creative. AKQA partnered with agencies including Wunderman (CRM), Roundhouse (Social) and SMG (Media) to create the digital experience.

Other Halo 4 events took place around the world in Seattle, Paris, London, Berlin, Tokyo, Singapore, Hong Kong, Dubai, Sydney and other major cities. The tiny European country of Liechtenstein was also reimagined into a real-life replica of the "Halo" universe, transforming landmarks including a 13th-century castle and a working mine, to create a mysterious alternate universe in the heart of Europe.