The supporting campaign has been flagged as Xbox’s largest-ever marketing communications investment in the region, reflecting the fact that the game took US$170 million in US retail sales during the first 24 hours. The push, which is covering the region, includes a significant focus on print, cinema trailers - many of which are running on social networking sites such as You Tube - out-of-home, events and exhibitions and guerrilla marketing activation.
In one execution in Taiwan, local pop band May Day acted as Halo 3’s spokespersons and staged a mini-concert.
