‘Halo’ Reaches Out With Biggest Campaign Yet

Posted: August 23, 2010 in Advertising & Marketing, Gaming/Entertainment, Sports & Entertainment, Technology

With Teasers, Live-Action Spots, Web Films, Pepsi Partnership, Can Microsoft Top Franchise’s Past Success?

NEW YORK (AdAge.com) — Three-hundred-million dollars in first-week sales, two Cannes Grand Prix and “advertising” that took the form of a traveling museum exhibit. That’s what Microsoft’s Xbox got for its last marketing blowout for the “Halo” video-game franchise. With the latest installment out in September, how in the extraterrestrial world is it going to beat that?

After teaser shots, the marketing for “Halo: Reach,” the fourth release in the franchise, will ramp up this week. It will be the biggest game campaign from Microsoft in the marketer’s history, said Michael Stout, global product manager for Xbox. There will also be a robot.

More than 34 million 'Halo' games have been sold since 2001.
More than 34 million ‘Halo’ games have been sold since 2001.

Xbox is launching a website today through which users can manipulate a real-life robot in an undisclosed San Francisco warehouse to build a monument out of lasers for this game’s protagonist Noble Team.

Independent digital agency AKQA handled the interactive component, while Interpublic Group of Cos.’ AgencyTwoFifteen handled strategy and video. Both agencies were involved with the previous “Halo 3” campaign, which swept 2008 ad awards shows, including two top prizes at the Cannes Adverting Festival. (get the rest of the story)

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