Microsoft's target was to sell 1.5 million copies of the game. To build public interest, Microsoft made public statements that Halo 3 would surpass media sales records, including the July 2007 record of $166 million set by the launch of Harry Potter and the Deathly Hallows. ![]() The focus on traditional media would help expand the fan base beyond established gamers and convince the public that the game was a cultural milestone. Because there already was interest in the title among the gaming community, Microsoft did not feel the need to run a social media campaign, instead banking on the gaming community to spread the word itself. Though Microsoft used forms of viral marketing for promotion (including the alternate reality game or ARG), the main focus of the company's efforts was traditional media outlets. The fourth phase was partner promotions, capped off with a final advertising campaign, titled "Believe". The third stage was the start of an alternate reality game. The second stage was a beta test of the game to drive preorders and press attention. The first stage was to kick off marketing via a television commercial. Microsoft planned advertising and promotions to appeal to both casual and hardcore gamers in a five-pronged marketing strategy. Since Halo 3 was released as an Xbox 360 exclusive, part of the marketing push was to sell more Xbox consoles, which had encountered sluggish sales. we wanted to invite people into the console and into Xbox 360 and to play Halo 3 as a mass-market entertainment product," according to product manager Chris Lee. A key challenge the team identified early on was that core gamers knew the game was coming out, but there was "a perception problem. ![]() Jerret West, a product manager from Microsoft, said at a marketing conference that Halo 3 's marketing team had a mandate from Microsoft executive Peter Moore: "Don't screw up." Much of the marketing organization was handled by Microsoft's former corporate vice president of global marketing, Jeff Bell (executive). Halo 3 's marketing won several awards, and was cited as evidence of the increasing mainstream popularity of games. Released on September 25, 2007, Halo 3 became the biggest entertainment debut in history, earning more than $170 million in a few days and selling a record 3,300,000 copies in its first week of sales alone. Everyone from The New York Times to Mother Jones wanted to cover it." The saturation of advertising and promotions led Wired to state: "The release of Halo 3 this week was an event that stretched far beyond our little gaming world. ![]() While Halo 2 's release had set industry records, the mainstream press was not fully involved in covering the game part of Microsoft's strategy was to fully involve casual readers and the press in the story. Licensed products including action figures, toys, and Halo 3-branded soda were released in anticipation of the game the franchise utilized more than forty licensees to promote the game, and the advertising campaign ultimately cost more than $40 million. Bungie produced trailers and video documentaries to promote the game, partnering with firms such as Digital Domain and Weta Workshop. Microsoft, the game's publisher, planned a five-pronged marketing strategy to maximize sales and to appeal to casual and hard-core gamers. The first-person shooter video game Halo 3 was the focus of an extensive marketing campaign which began with the game's developer, Bungie, announcing the game via a trailer at the Electronic Entertainment Expo in May 2006. ![]() Halo 3 's release was celebrated by more than 10,000 launch parties around the world, like this one at the NASDAQ building in New York City.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |