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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. "
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?
Playing this game will fix dead Xbox 360s.
God spoke to me.
One of the best things about a $10 million ad campaign is that you can get news agencies/blogs/teh intarweb to discuss the advertising campaign itself, which is automatically advertising for the product the ad campaign is promoting that doesn't come out of that $10 million.
Advertisers are sort of like Satan. I hate them for their unmitigated evil, but I do sometimes have to admire their savvy.
The enemies of Democracy are
How much are you expecting to make back if you spend this much on advertising?
All Halo 3 needed was a trailer every couple of months, a place holder website and to let magazine/online previewers play "demos" of areas every so often and it would still sell as well as it will now. It's like advertising toilet paper when you're the only people on Earth who makes it, why would you spend good money on such stupidity?
I like muppets.
More Twoson than Cupertino
$10 million ad campaign... 1 million preorders... so roughly $10 of your $60 preorder goes to advertise what you're already buying. They should have skipped the advertising and lowered the price.