The Halo Effect

Microsoft reported "Halo 3" reached $300 million in sales in its first seven days at retail

Microsoft reported “Halo 3” reached $300 million in sales in its first seven days at retail. The attention spread to the Web with a 150 percent increase in searches for the term “halo 3” in the four weeks ending September 29, 2007, according to Hitwise. People primarily searched for the game’s skulls, release date (September 25), cheats, weapons, and reviews.

At Advertising Week held in New York last week I met with Microsoft and Massive executives, and attended a handful of panels on in-game advertising. The coveted title is and always will be off limits to in-game advertising, but there are ways to align your brand with “Halo” and other out-of-boundaries games. There is “around game advertising” which is largely sponsorships of tournaments both online and offline, inserts in boxes, co-branding promotions, and advertising on enthusiast Web sites. Discovery Channel entered a strong co-branding opportunity with Halo’s Master Chief to promote its “Last One Standing” show where Master Chief played as a contestant, and headlined a sweepstakes. For Microsoft, Massive primarily handles in-game ad placements, but the Xbox team has some innovative solutions around the game including placement on the heavily-trafficked Xbox Live.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource