Halo: Reach is Microsoft's biggest-ever marketing spend

Media campaign to top $6.5m, and involves a laser-wielding robot

Microsoft intends to spend more on marketing for upcoming shooter Halo: Reach than for any previous effort. While figures are undisclosed, its media spend alone will top the $6.5 million laid out for Halo 3.

Xbox global product manager Michael Stout told Advertising Age that the campaign would be Microsoft's biggest ever, and followed a beta trial for the game which attracted 2.7 million players.

Media spend includes 300 million bottles of Mountain Dew, 30 million bags of Doritos, an Ultimate Fighting Championship sponsorship, a series of live-action TV spots… and a laser-wielding robot in San Francisco.

"We're trying to get people to connect back to their lives, not computer graphics or something overly sci-fi," said Taylor Smith, director of global marketing communications for Xbox.

"Live action is a way to capture that. We're trying to tell the story in broad strokes and universal themes that people know all around the world."

The KUKA KR 140 robot arm will be controlled by visitors to, who can use it to remotely carve a 54000-point light-sculpture of the game's protagonists.

The aim is to beat Halo 3's $300 million in first-week sales, and to significantly increase the $2 billion the 34 million-selling series and its associated merchandise has generated since 2001.

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Latest comments (4)

Did they really spend only $6.5M on Halo 3's marketing? I find it hard to believe. Valve said they'd spent $20M on Left 4 Dead 2 marketing campaign and Halo 3 push was much bigger.

Edited 1 times. Last edit by Paweł Szarek on 24th August 2010 11:01am

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Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.7 years ago
Halo 3's marketing budget is somewhere between $40 million and $100 million depending on the source.

They'll likely spend $6.5 million on each of those individual marketing efforts alone (Mountain Dew, Doritos, UFC, etc...).
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John Bye Lead Designer, Future Games of London7 years ago
"We're trying to tell the story in broad strokes and universal themes that people know all around the world"

Like laser-wielding robots? o_O
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James Osborn Studying Computer Science Networks, University of Hertfordshire7 years ago
"Like laser-wielding robots? o_O "

Do YOU know of any person, regardless of who they are, that wouldn't love a laser-wielding robot?
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