One of my favourite marketing campaigns was for the Xbox game Halo 2, featuring the ilovebees website (which is thankfully still online – it’s so rare people keep sites like this online after the campaign has ended).
It was a massively intriguing and popular alternate reality game which saw a big number of people I know collaborating to try and get to all the details of the game etc.
So the marketing for the latest in the series, Halo Reach, has a lot to live up to – the ability to control a giant robot arm is kinda cool, but I’m not sure I’ll remember it as well after six years!
Incidentally, Halo 2 was one of the only times I’ve actually gone to a game store at midnight to grab one of the first copies of the game – I doubt I’ll manage it this time due to the fact I’ve had two original Xboxes RROD (hardware failure) on me so far this year… (Then again, there’s a special Halo: Reach Xbox available!).
Either way, it’s better than being the second game to try to latch onto controversy by allowing you to play as a terrorist.