A Look At Halo 3's $10 Million Ad Campaign

Via Next Generation, a post on the Brand Week website that goes into some detail on the massive advertising campaign for Halo 3 orchestrated by Microsoft and the McCann-Erickson group. "The goal of the campaign is to bring Halo fans and nonfans up-to-speed as to where we are in Master Chief's epic battle to defeat the evil Covenant. While most major game titles begin their ad campaigns weeks before launch to build buzz, Halo 3 differs greatly. This mass-market push is actually the end of the of Halo 3 campaign. The TV push is the grand finale of a five-pronged attack Microsoft quietly launched last December. The carefully orchestrated onslaught was designed to make casual fans interested and core fans rabid as Microsoft aims to eclipse Halo 2's record-breaking $125 million in sales on day one. To date, Halo 3 is already on the books for one million preorders and counting. "

Comments

Re:Redundant.

[king-manic]

A $10m ad campaign for Halo 3?

Isn't that like having a multi-million dollar campaign to let everyone know the sky is blue?

You know the Apple switcher ads? My thoughts on them are that they aren't to entice people to come to apple as they are so ridiculously silly as anyone who would switch would likely return the box because it didn't come with windows. The ads however comically play to What Apples user base already thinks. It re-enforces brand value in the people who already reside in the apple camp. So its not a ad campaign seeking new customers but re-enforcing value in current customers.

Ditto with the Halo 3 ad campaign. It re-enforces the value of peoples purchase. Saying "hey you bought a winner."