Microsoft has revealed its mammoth marketing plans for upcoming Xbox 360 blockbuster, Halo 3: ODST.
The Bungie-developed FPS is due to hit shelves on September 22nd and – as Microsoft’s biggest release of the year – the platform holder plans to support the title right up until Christmas and throughout 2010.
“Halo 3 ODST is an absolutely key title for us,” Microsoft’s Xbox and Entertainment director Stephen McGill told MCV.
“As part of arguably one of the biggest entertainment franchises of all time, Halo 3: ODST is very much something fans of blockbuster action titles are looking forward to.”
The firm’s promotional plans include online and print advertising to drive demand. TV is also a critical part of the plan, with multiple ads prepared and sponsorship of key shows arranged.
Microsoft is running several pre-order initiatives with unlockable in-game content, whilst ODST also contains access to the beta for next year’s Halo: Reach.
Furthermore, alongside this activity Microsoft is extending the Halo universe with animated films and special Xbox Live experiences.
“We’ve got a robust and exciting marketing campaign in place that will do a great job building on the already incredible amount of consumer demand,” added McGill.
“In addition to the existing products available, there are even more reasons arriving in the coming months that cement Halo’s position as a true entertainment and cultural phenomenon.
“We recently announced Halo Legends – a series of animated short films. We’re also creating a Halo-specific experience on the Xbox Live dashboard called Halo Waypoint. This will house exclusive content and keep fans up-to-date with the latest happenings in the Halo world.
“This is the first time we’ve done anything like this, and Halo 3: ODST is a great way title to kick this off.”