With Rockstar's GTA IV out of the picture for this holiday season, the spotlight is clearly on Bungie's epic Halo 3, and if early pre-orders are any indication Microsoft and Master Chief are in for one wild ride. Microsoft today sent word that Halo 3 has already become the fastest selling pre-ordered video game in history with over 1 million units, consisting of the Standard Edition, Limited Edition and the "ultra-collectible" Legendary Edition.The company would not disclose an exact breakdown among the three SKUs, but Microsoft did note that "demand has been so strong for the Legendary Edition of the game that it is expected to be sold out by the time the game launches on Sept. 25."
Needless to say, retailers are practically giddy with the prospect of having possibly the biggest entertainment launch this fall. "What we've experienced is nothing short of phenomenal," said Bob McKenzie, senior vice president of merchandising at GameStop Corp. "Halo 3 has eclipsed many previous records and will prove to be one of the must-have items of 2007."
"The excitement for Halo 3 is incredible," added Jill Hamburger, vice president of movies and games at Best Buy. "From our preorders online and the buzz we're hearing in our stores, we know this release is going to be one of the biggest entertainment events of the year. We're thrilled to be able to bring it to our customers."
Microsoft could essentially do nothing in terms of marketing and Halo 3 would still sell a boatload. But for Halo 3 it seems the company is pushing the campaign above and beyond. Top brands such as Mountain Dew, 7-Eleven, Pontiac, Comcast and Burger King have all signed on to help promote the third chapter in the Halo saga.
For example, starting August 13, for a limited time Mountain Dew will unveil the first beverage co-branded with a video game, Mountain Dew Game Fuel, which features "an invigorating blast of citrus cherry flavor and added caffeine for maximum intensity."
7-Eleven will support the launch with in-store promotions, including three Halo 3-branded collectible Slurpee cups, as well as a Halo 3 promotion with Mountain Dew Game Fuel and Doritos, with thousands of Halo 3-themed prizes, including, as grand prize, a chance to win a role as a voice actor in the upcoming Xbox 360 RTS title, Halo Wars, by Ensemble Studios. Additionally, in a few select markets, Mountain Dew will offer a special-edition aluminum bottle of Mountain Dew Game Fuel with an exclusive design created by Bungie Studios. This will be available in very limited quantities.
Next up is Pontiac, which will host Pontiac Gamers Garage events in select locations. Gamers will be able to get some early Halo 3 game time for the first time before its release. Furthermore, as part of its promotion for its upcoming G6 GXP Street, Pontiac will provide 1,000 consumers with a copy of the game, and one lucky individual will win a limited-edition Halo 3 G6 GXP Street car.
Comcast will also contribute to the widespread campaign with its own exclusive video content, including user-generated movies and machinima. These will be made available on Comcast's gameinvasion.net and www.ziddio.com. In addition, the cable provider will offer standard- and high-definition Halo 3 videos through its On Demand service.
Of course, what would a video game campaign be without Burger King? The fast food chain has gotten into the gaming space in a big way lately, and it looks to continue to boost its gamer cred with a Halo 3-themed 42-ounce cup and King FRYPOD. Their national, in-restaurant support will run from Sept. 24 through Oct. 22. and Halo 3-themed packaging will also offer BK customers access to exclusive content by logging on to http://www.bk.com/halo3 beginning Sept. 23.
And finally, Halo 3 is getting in on the rock scene as well. The game has been named the official sponsor of the Projekt Revolution tour this summer, which includes bands Linkin Park and My Chemical Romance. Exclusive Halo 3 VIP events will take place in select cities on the tour; at these events attendees will receive Halo 3-themed merchandise and have an opportunity to meet the members of Linkin Park.
"This September, Halo 3 will push video game entertainment into the forefront of mainstream culture," said Chris Di Cesare, director of creative marketing at Microsoft. "Teaming up with some of the world's strongest and most recognizable brands is trailblazing new paths and cementing video games as big entertainment on par with major event films, and is a testament to the excitement and anticipation intrinsically linked to Halo 3."
by James Brightman
source:gamedaily.com
