14 DAY TRIAL // A new Ad Age report suggests that the new marketing campaign for Halo: Reach, the shooter coming from Bungie and Microsoft, will be the biggest that the company has even mounted for the video game launched on the Xbox 360 home console.
The new campaign will be organized by AKQA and AgencyTwoFifteen from The Interpublic Group of Companies, the same two agencies that have worked on Halo 3, one of the most successful titles in the history of the Microsoft home console.
After it launched in September 2007 Halo 3 managed to create more than 300 million dollars in sales in just one week, with the game going over 8.1 million copies sold before the end of the year.
Scott Duchon, who is working with AgencyTwoFifteen, stated, “We're not looking at it as trying to top what we've done. But we're trying to find a new way to find success for Halo. How do you market the story before Master Chief? We approach it as a particular story that needs to be told, not the franchise.”
Taylor Smith, who is the director of global marketing for Xbox at Microsoft, “You don't have to know anything before going into it.”
He added, “We're trying to tell the story in broad strokes and universal themes that people know all around the world. And get our core fans even doubly excited.”
Halo: Reach will be the last video game in the series that is created by Bungie, who are moving on to work with Activision Blizzard on a new game universe.
They have an exclusive deal that will see them creating new titles for the next ten years.
Halo: Reach is set to take place before the first game in the series, with the player taking on the role of Noble-6, a new Spartan that joins a special forces team that will go deep behind the lines of the Covenant.