Halo: Reach

I'm sure we've all heard of Halo, the video game that first came out in 2001. I've friends who played the game incessantly during high school, and once brought the game to school on a laptop (in which I tried and later got queasy from the FPS perspective. Pathetic, I know). Needless to say, it's a successful video-game franchise by Microsoft's Xbox.

What you may or may not know is that they've also been doing a pretty rad job of marketing their installment releases. Take their last one for example. For Halo 3, Microsoft's Xbox got 2 Cannes Grand Prix awards, a traveling museum exhibit, and $300 million in first week sales. Impressive, eh? Even a non-gamer such as myself watched a few of the "Believe" videos on Youtube, and was mightily impressed by it. So what does Microsoft have in store for their next installment coming out this September?

Let's just say that this will be the biggest game campaign from Microsoft in its marketing history. They currently have a website where visitors can manipulate a real life robotic arm to create a laser light sculpture in homage to the protagonists, the Noble Team. The site (which I took a quick peek at) was created by independent digital agency AKQA, who dealt with the interactive component, and AgencyTwoFifteen (creative and strategic agency), who dealt with the strategy and video. Both agencies were involved with Halo 3's fantastic campaign that garnered two top prizes at the Cannes Advertising Festival, so it's no surprise that they're on board again for the latest installment. There will also be spots and online films created by AgencyTwoFifteen, just like they did for the "Believe" effort for Halo 3, showcasing the situation on planet Reach in live action. Which I think is pretty cool, considering how other video games usually provide footages of the actual game in the gaming ads.

Xbox is also partnering with PepsiCo. for the biggest brand integration to date. Come September, 300 million Mountain Dew bottles and 30 million bags of Doritos will be sporting Halo packaging and under-the-cap sweepstakes. There will also be an integrated promotion with the UFC (yes, the Ultimate Fighting Championship).!!So keep your eyes and ears out for the new Halo products coming out as soon as next week!

Check out their world premiere trailer:

Thoughts?

Lonely Planet Lonely No More

I’m sure most of us have heard of the Lonely Planet travel guide (website and the guidebooks) owned by BBC. Well, recently, BBC and Lonely Planet have decided to join together to make a new travel section in the BBC website, led by the former editor of NYTimes.com Travel & Style David G. Allan.

The site launched with partners in global territories such as Hilton in Asia Pacific and Europe, Spice Jet in South Asia and Middle East and Emirates in North America as well as targeting advertisers in the travel, tourism, and luxury products, such as airlines, hotels, and resorts.

The site is the first in a series of factual and lifestyles announced last month along with BBC.com’s new US edition. Already attracting blue chip advertisers and 16 million users, the site hopes to also target the more affluent and discerning consumers, and thus expects advertisers to be from the luxury consumer product sector, such as watches, fashion, cars and the like.

As Miranda Cresswell, Senior Vice President of BBC.com says*, “We know the people who come to BBC.com are curious about the world and look to us to feed that curiosity. BBC Travel will deliver insight, know-how and adventure that connects you to the world. With first person accounts from on the road we will dig into local culture, history and architecture.” True enough, the site includes a column of Top 5 Travel Stories from all over the world. Coming soon would be a series of commissioned stories from BBC and Lonely Planet authors on events such as the Edinburgh Festival, or life above the Arctic Circle.

So for all you travel hungry people out there, go on over to BBC.com/travel to see which places might catch your eye for your next big adventure!

*Quotation found here.

Are You Expendable?

When I first saw the ads for the movie on the walls of the Yonge subway line, I dutifully went home and YouTubed the trailers. What really caught my eye (other than the explosions) was the sheer number of different action figures both from the past as well as the present that was jammed into this film. Not to say that this is a bad thing, of course—more action for the audience! But after that passing moment, I had put this whole thing in the back of my mind and promptly forgot about it. However, a few days ago, I stumbled across this YouTube clip of Stallone (who stars in and directed the flick) doing an interview for the film, which I thought was innocuous enough. But halfway through the clip, I got a somewhat explosive surprise, which, to be frank, absolutely delighted me. Yes, that may have made me come across as somewhat bloodthirsty, but I also thought that it was a pretty cool viral marketing scheme!

After Googling it some more, I found out that not only does the film have a presence on Facebook, Twitter, and—of course—YouTube, they also have a Foursquare account as well. Huh. That’s new. Turns out Lionsgate (the movie distributor, and the mastermind behind the all the marketing) has partnered with Foursquare and local businesses to market the film. How does it do that? Well, for a month now, Lionsgate has provided followers with tips and specials in local businesses in 11 different cities—all tied in to the “bad-ass” theme in the film.

For example, one of the specials in Santa Monica, CA, tells residents to check in at The Shack (a bar/restaurant, I presume), and say “Sly sent me” to the bartender, and they would be rewarded with a $2 discount off of a draft beer. Cool, eh?

Sadly enough, I don’t think any of the 11 cities are in Canada. Nevertheless, we still have Twitter, Facebook, and YouTube! The Expendables open on August 13^th. That’s right folks, it’s this Friday! Go and see what the hype’s all about—I know I certainly will!

Mad About Bananas

OK I admit, the title could be a bit better, but hey it sort of gets the idea across, doesn't it? Ish?

For those who are yet scratching their heads in bemusement, I'm talking about the latest collaboration between Banana Republic and "Mad Men" (AMC TV show). Going on their second year of partnership, the campaign hopes to build off from the success garnered the year before by promoting in every BR retail location across North America (more specifically, Canada and US). From July 21st to August 11th, over 400 BR stores will promote the TV show through their Style Guide featuring "Mad Men" characters, as well as giving customers a chance to win a walk-in role for an episode, PLUS a $1000 BR gift card.

Well. That certainly caught my eye.

After a bit of online searching, I found out that the TV network has been doing quite a stellar job in marketing this swanky show situated in the '60s. Let me give you a brief rundown of its marketing history so far:

Season 1:

AMC promoted via commercials and "behind-the-scenes" documentary. Not really interesting, I know, but for its DVD release, the box set was designed in the shape of a flip-open Zippo lighter (I'm guessing due to the heavy smoking seen in each episode). As you probably guessed, Zippo designed two lighters with the "Mad Men" logo on it soon after to be sold online and through headquarters.

Season 2:

AMC launched its largest marketing campaign by decorating the Grand Central Station subway shuttle to Time Square with life size posters of the main character and quotes from the first season. Inside Grand Central were groups of people dressed in '60s clothing, handing out business cards that said "Sterling Cooper" (the advertising company that the main character works in). As well, window displays were shown in 14 Bloomingdale stores, and wallscapes were placed in downtown Hollywood. And lets not forget the various TV commercials, print ads, and a 30 second trailer in Landmark Theatres throughout July.

Season 3:

"Mad Men Yourself" web app was created to let fans create avatars of themselves based on the fashion seen on the show. Banana Republic paired up with "Mad Men" in presenting window displays in all Banana Republic stores in USA. BR also made a style guide with the purpose of helping customers dress like their favourite characters, after which (upon entering a code located in the guide), the public can vote on their favourite "Made Men style". But wait! BR was not the only clothing line promoting the show. The American clothing chain Brooks Brothers offered a "Mad-Men Edition" suit designed by the costume designer from the show as well.

Season 4:

Seeing as how the pairing between BR and MM paid off so well, it's no surprise that the two are working together again to promote the fourth season. As for anything else...well, this blogger has yet to find out!

Oh, and for all you Barbie fans out there, in the spring of this year a limited collection of Barbie and Ken dolls were released based on some of the characters on the show. Talk about having it made.

Now, I've never seen any "Mad Men" episode, but after finding out about its campaigns and promotions, I've half a mind to go find the first season and watch an episode or two myself!

I mean, check out the clothing seen in this picture!