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A Look At Halo 3's $10 Million Ad Campaign
Posted by
Zonk
on Wed Sep 12, 2007 03:20 PM
from the you've-already-seen-it dept.
from the you've-already-seen-it dept.
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. "
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Halo 3 Preorders Top 1 Million, Marketing Begins 111 comments
Gamespot reports that Halo 3 has broken the all-time record for videogame preorders in North America. There are now more than 1 million copies of the title reserved across the continent. "The figure means that the Halo 3 launch could potentially be bigger than that of Halo 2. The then-Xbox-exclusive sold 2.38 million units in the US and Canada in the 24 hours after went on sale on November 16, 2004, generating an estimated $125 million. Halo 3 preorder customers' passion for the game is such that cost is apparently no object. As part of today's announcement, Microsoft warned that, despite its premium price point, the collectible Halo 3: Legendary Edition is on track to sell out before the game launches. The bundle, which includes a miniaturized version of the Master Chief's helmet, retails for $129.99 in the US, but is already sold out at several online retailers in the UK."
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Redundant. (Score:4, Funny)
Isn't that like having a multi-million dollar campaign to let everyone know the sky is blue?
Re:Redundant. (Score:4, Funny)
Parent
Re: (Score:3)
Can I meta-moderate again today, please?
Re: (Score:3, Informative)
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 it
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Then again, maybe that time you just referenced, it was just a vindictive mod.
Halo 3 (Score:4, Funny)
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360s have the best games. The best online content. And the worst reliability. It's also the most expensive console (this is an opinion, but I've certainly spent more on my 360 than my PS3 without counting games).
The idea that a buyer of one console is a loser because he values the games over reliability (or he made a mistake in choice) is just ludicrous. Thank God every car is not a Honda Accord. We need variety even at the expense o
How much? (Score:2)
How much advertising did they get?
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Re:How much? (Score:5, Funny)
Parent
Force multiplier (Score:5, Interesting)
Advertisers are sort of like Satan. I hate them for their unmitigated evil, but I do sometimes have to admire their savvy.
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Advertisers are sort of like Satan. I hate them for their unmitigated evil, but I do sometimes have to admire their savvy.
I have a guilty pleasure of studying advertising. I equate it to studying infosec attack methods. I'm not inclined to be involved in hacking random public targets (whether that target is a system or human nature) in such a manner. But I do find the techniques fascinating. And it helps to understand some aspects of the world around me - and protect myself from said techniques.
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And Slashdotters care because... (Score:2, Interesting)
And Slashdotters care because they are marketing geeks?
Or is this kind of an in-joke among the editors: Microsoft's spending $10M to promote interest in Halo3 so we'll give them free press on a mostly anti-Microsoft site too! (Heh-heh-heh...)
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You forgot the category into which I fall, which is "Still disappointed at Bungie for defecting to Microsoft."
10 million profit? (Score:4, Insightful)
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?
Re: (Score:2, Interesting)
Math time (Score:4, Insightful)
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Re: (Score:3, Interesting)
Not to mention this game is practically a part of pop-culture at this point (CMN.. it's been on /. like five or six times already)... point being that the sales are going to continue being strong even after the first day... atleast enough to
Concept of 'evil' is alive and well on Slashdot... (Score:3, Funny)
So are you saying that Slashdot is inhabited by 5 year-olds now? That seems a bit harsh. Usually it is best to cloak those sorts of remarks in more erudite terms and lace your posts with enough sarcasm such that they get modded funny.
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Yes, I realize how geeky I am.
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I don't think they are mocking people...it may be stupid of them, but hey if they want to blow that much money on marketing a game that really needs no marketing, let em.
Games don't sell millions if they aren't at LEAST decent...
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