Marketing of Halo 3 - Launch and Impact

Launch and Impact

More than 10,000 retail stores in the United States held midnight launch parties for Halo's release, in addition to other locations around the globe. Microsoft coordinated its own multiple-city launch parties, and Bungie staff members travelled around the world to host parties, in addition to a launch party held at Bungie's workplace; Larry Hryb attended the New York City launch party. Sponsored launches featured prize giveaways and chances for fans to play Halo against celebrities and Bungie team members. The BFI IMAX Theater in London was devoted to Halo 3, while some areas in the United Kingdom cancelled midnight launches fearing unruliness from the large crowds.

Halo 3 was phenomenally successful upon release. The game made $170 million in US sales on the first day of release, generating more money in 24 hours than any other American entertainment property up to that point. Halo would make an additional $130 million by week's end and sell 3.3 million units by the end of the month. By 2008, Halo 3 had sold 4.8 million units in the United States for a total of 8.1 million units worldwide, making it the best-selling game of 2007 in the United States.

Critics and publications pointed to the massive marketing and launch of Halo 3 as evidence that video games had "finally hit the mainstream". Video game critic Steve West of CinemaBlend.com pointed out the Halo 3 phenomenon as evidence of the mainstreaming of video games, stating that "...Like movies, radio, and television before, games are becoming more and more accepted in the popular culture." To capitalize on the mainstream attention, Joystiq sister site Xbox360Fanboy noted, "Microsoft contends that such a push is necessary to maintain the appearance of 'a big budget, mass media event'."

At the PRWeek awards Microsoft won the "Technology Campaign of the Year" along with Edelman for Halo 3's launch. At the 2008 ANDY Awards, the "Believe" campaign won the "GRANDY", the grand prize. Halo 3's advertising also won five "gold cubes", one "silver cube" and two distinctive merit certificates at the Art Directors Club Annual Awards Ceremony, most of the awards relating to the Believe campaign.