Brandweek has a great article detailing the five phase marketing plan set up by Microsoft/Bungie for Halo 3. Here is the brief rundown:

Phase 1: Starry Night campaign.

Phase 2: The Halo 3 beta.

Phase 3: Iris, the alternate reality game in the same vein as ‘I Love Bees’.

Phase 4: Merchandising tie-ins with various food establishments such as Burger-King.

Phase 5: Believe campaign starting off with the earlier reported on video.

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Jerry Paxton

A long-time fan and reveler of all things Geek, I am also the Editor-in-Chief and Founder of