Halo 3 Ad Industry
Production
Halo 3 is a 2007 first-person shooter video game developed by Bungie for the Xbox 360 console. The third installment in the Halo franchise, the game concludes the story arc begun in 2001's Halo: Combat Evolved and continued in 2004's Halo 2. The game was released on September 25, 2007 in Australia, Brazil, India, New Zealand, North America, and Singapore; September 26, 2007 in Europe; and September 27, 2007 in Japan. Halo 3's story centers on the interstellar war between twenty-sixth century humanity and a collection of alien races known as the Covenant. The player assumes the role of the Master Chief, a cybernetically enhanced supersoldier, as he battles the Covenant. The game features vehicles, weapons, and gameplay not present in previous titles of the series, as well as the addition of saved gameplay films, file sharing, and the Forge map editor—a utility which allows the player to perform modifications to multiplayer levels.
Bungie began developing Halo 3 shortly after Halo 2 shipped. The game was officially announced at E3 2006, and its release was preceded by a multiplayer beta open to select players who purchased the Xbox 360 game Crackdown. Microsoft spent $40 million on marketing the game, in an effort to sell more game consoles and broaden the appeal of the game beyond the established Halo fanbase. Marketing included cross-promotions and an alternate reality game.
On the day before its official release, 4.2 million units of Halo 3 were in retail outlets. Halo 3 grossed US$300 million in its first week. More than one million people played Halo 3 on Xbox Live in the first twenty hours. To date, Halo 3 has sold in excess of 11.5 million copies, making it the fifth best selling Xbox 360 game of all time, the best selling game in the Halo franchise, the best selling Xbox 360 exclusive title and the best selling first person shooter on the console outside of the Call of Duty games. The game was also the best-selling video game of 2007 in the U.S. Overall, the game was very well received by critics, with the Forge and multiplayer offerings singled out as strong features; however some reviewers criticized single-player aspects, especially the plot and campaign layout. A prequel to the game, Halo 3: ODST, was released worldwide on September 22, 2009. A sequel,Halo 4, was developed by 343 Industries and released on November 6, 2012.
Background/Context
Halo 3 is the
third game in the Halo Trilogy and provides the thrilling conclusion to the
events begun in "Halo: Combat Evolved." Halo 3 picks up where
"Halo 2" left off. The Master Chief is returning to Earth to
finish the fight. The Covenant occupation of Earth has uncovered a massive
and ancient object
beneath the African sands - an object who's secrets have yet to be revealed.
Earth's forces are battered and beaten. The Master Chief's AI companion Cortana
is still trapped in the clutches of the
Gravemind -
a horrifying Flood intelligence, and a civil war is raging in the heart of the
Covenant. This is how the world ends... [Bungie]
Marketing/ Promotion
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. Microsoft, the game's publisher, planned a five-pronged marketing strategy to maximize sales and to appeal to casual and hard-core gamers. Bungie produced trailers and video documentaries to promote the game, partnering with firms such as Digital Domain and Weta Workshop. 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.
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. 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. Everyone from the New York Times to Mother Jones wanted to cover it."
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. Halo 3's marketing won several awards, and was cited as evidence of the increasing mainstream popularity of games.
A significant form of marketing was done by the release of videos. While Bungie often partnered with other companies to create advertisements, they also produced their own video documentaries, or "ViDocs", detailing the behind-the-scenes development of aspects of Halo 3, including redesigning enemy Brutes, additions to multiplayer, and other game features. The first ViDoc was released shortly after the game's announcement and was a "making-of" style video, while the final ViDoc made its debut on September 20, 2007.
Regulation
Global Implications
Halo 3 was released on September 25, 2007 in Australia, Brazil, India, New Zealand, North America, and Singapore; September 26, 2007 in the UK and Europe; and September 27, 2007 in Japan all exclusively for the Xbox 360.
Distribution/ Exhibition
https://www.halowaypoint.com/en-us/games/halo3
http://www.globalbydesign.com/2007/09/27/halo-3-puts-age-before-language/
http://www.globalbydesign.com/2007/09/27/halo-3-puts-age-before-language/
Task 1: Answer this question with consideration given to the three Ad campaigns: (50 mins)
B1. How important is the internet to your selected industry? Refer to your chosen texts in your answer. [30]
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