The Chief is Back

by Carlos Menezes

It’s probably safe to say that Halo 3 has been the most anticipated game of all time. Heck, the build-up has been phenomenal. Released on the 25th Microsoft reported sales reaching $170 million within a day, making it the all-time top grossing American entertainment product within 24-hours of its release.

Now, any online campaign that had this much buzz surrounding the product itself and aimed at a market that lives predominantly online was destined to be viral no matter what the creatives rolled out.

Still, this clip surprised me:


The thing that caught me most off-guard was the fact that it wasn’t spectacular, nor flashy, nor did it try and build on all of the buzz surrounding the product. Instead the above clip seems very un-Hollywoodish for lack of a better word. Well, ok, there is one; understated.

It seems to build on the legend of the game’s principle character, the Master Chief. The green armoured fellow has become one of the game’s main draw-cards. Expanding on his aura in such a quiet way seems to be reinforcing the fact that the game is destined to join its predecessors as a classic and will help its long-term marketing.

Also worth checking out is the game’s official site. Take the tour – incredibly bandwidth intensive but an amazing experience for all of the fan-boys out there.

Having this viral campaign founded on such an impressive site is - in a word - solid.

2007/09/29 | permalink | comments (3) | trackbacks (0)
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Great clip but I found the site to be a real pain in the arse - even with UK bandwidth!

Posted by Rob on 2007/09/29

a fresh approach, very nice - can see this game is targeted at older, more hardcore gamers (not referring to the old guys in the ad). Am I correct carlos?

WoW it would be great to have an xbox in the quirkstation.....

Posted by gavin on 2007/10/01

I don't know if it targets necessarily the more hardcore gamers - maybe more precise to say those that enjoy losing themselves in the Halo universe.

Am XBox in the Quirkstation. What a wonderful idea! *cough*hint*cough*

Posted by Carlos on 2007/10/01

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