Because Microsoft's marketing team is working with such a well-established franchise, the campaign for "Halo 3" is not about meeting more traditional objectives such as creating name recognition and consumer demand. It is attempting to leverage the game's cultural icon status to attract new gamers, create a social movement that transcends gaming and entertainment and encourage a "Star Wars"-like level of passionate obsession among the "Halo Nation." Particularly evident in the interactive elements of the marketing campaign is the emotional core Microsoft hopes to engender: a sweeping, soaring epic journey.
Of course, no marketing campaign can rely solely on powerful emotion, so there are the requisite multimillion dollar TV ad campaigns and movie-style tie-ins ranging from Burger King wrappers to Mountain Dew's "Game Fuel," which could (though probably should not) be consumed out of a "Halo"-branded Slurpee cup from 7-Eleven. There are dozens of compelling "Halo"-themed products, contests and promotional elements. Pontiac is offering a contest that gives fans a chance to win a "Halo"-branded G6 GXP street car. Cable network G4 is devoting hours of coverage on the eve of the game's release. And Comcast is featuring exclusive "Halo 3" content on its Game Invasion and Ziddio websites, as well as standard and high-def teasers on its On Demand service.
Given the appeal of "Halo" to the emo crowd, the game's official sponsorship of this summer's Projekt Revolution music tour is particularly apt. Microsoft will host exclusive "Halo 3" VIP events in certain cities on the tour, where attendees will get free merchandise and the chance to meet the band Linkin Park in person.
Not known to shy away from taking advantage of its own creation, Microsoft itself is issuing special edition "Halo"-branded products. The "Halo 3" Xbox 360 console features an authentic Spartan green-and-gold finish and comes with matching wireless controller, 20GB hard drive, Xbox LIVE headset, play and charge kit and exclusive "Halo 3" gamer pics and theme available via download from Xbox LIVE. A customized version of the company's 30GB Zune portable entertainment player comes preloaded with a collection of "Halo: Combat Evolved," "Halo 2" and "Halo 3" content, including videos, soundtracks, trailers and artwork.
The campaign elements that are more interactive than the numerous "Halo 3" sweatshirts, action figures and comic books flooding the market are where we get to see the more ambitious aspects of Microsoft's marketing goals.