It will impossible to escape the launch of Halo 4 this week as the Xbox team prepares its most ambitious campaign to date.
Master Chief's latest adventure – released tomorrow (November 6th) – will be supported by the biggest out of house budget Xbox UK has ever spent on a game, the platform holder told MCV.
Halo 4 will take over the London IMAX – just as Halo 3 did – with more stand-out ads in London Underground stations and major shopping centres. There will also be billboards around the UK.
Microsoft is planning a ‘spectacular stunt' for launch night (November 5th), which will take place along the Thames between The O2 Stadium and Tower Bridge. This will kick off 350 midnight openings, headlined by GAME's Westfield Stratford store.
And that's on top of a month-long cinema push with trailers running before Skyfall, and partnerships with Mountain Dew and Pizza Hut.
TV advertising began last week, with spots running around Premiership football matches, movies, The X Factor and more .Throughout the summer, Microsoft has been driving pre-orders with online and print ads, as well as retail promotions and POS.
It has also produced a live-action web series, Forward Unto Dawn, to serve as a prequel to Halo 4.