Kotaku: advertising age

How Microsoft Spent $10 Million Selling Halo 3

Michael McWhertor — Mon, 10 Sep 2007 17:40:54 MDT

Bungie's Halo 3 may seem like the kind of game that doesn't require anything beyond pocket change to effectively advertise. Day one sales are practically guaranteed to be in the bazillions, netting Microsoft an estimated trizillion dollars by the holidays. Regardless of the game's predetermined success, a multi-pronged advertising campaign, one to the tune of ten million bucks has been playing out over the course of the past ten months. Starting this week, you won't just see passing mention of Halo 3; you'll be soaking in it.

This week, according to BrandWeek's report on Microsoft's marketing efforts, will bring about a new push for next Master Chief adventure. With the "Starry Night" TV spot behind us, the beta long gone and Project Iris keep fans momentarily distracted, the hype machine has moved on to the "Believe" portion.

BrandWeek describes it as a "week-long celebration featuring the making of specials, tournaments and media frenzy typical of a Hollywood blockbuster will lead up to a midnight madness event." They dissect the campaign in their latest analysis.

Strategy: Anatomy Of An Onslaught: How Halo 3 Attacked [Brand Week]

A Twisted Metal PS3 Teaser Ad? Probably Not

Michael McWhertor — Wed, 18 Jul 2007 19:20:07 MDT

This PLAYSTATION 3 ad created by global advertising agency TBWA's Paris-based office, as you can see, features a mushroom cloud explosion in the form of a clown head. Obviously, one of the first things that came to mind was that it was a teaser promotion or early announcement for a PS3 sequel in the Twisted Metal series.

While former Twisted Metal producer David Jaffe recently made mention of something Twisted Metal related coming down the pike, I have my doubts that this is how the company would choose to announce it. Furthermore, the resemblance between the above clown and mascot Sweet Tooth isn't exactly striking.

Given Sony's history of creative and often offbeat marketing tactics, my assumption is that the ad is little more than a visual gag that makes the general viewer feel a bit clever when discovering the hidden imagery.

I guess we'll see. I don't expect Sony will squander one of its more popular IPs for the lifecycle of the PS3, but we'll hold tight for a formal announcement before getting our hopes up.

Playstation 3 Advertising [Advertising/Design Goodness]

Indian PS2 Ads Are Unpopular

Michael McWhertor — Tue, 26 Jun 2007 14:40:05 MDT

Sony's recent advertising campaign for India, "Because Your Girlfriend Bores You Shitless", has found its first detractors, contemporary UK feminist blog The F-Word. The site contends that the ads, featuring a long, one-sided diatribe from a girlfriend to her uninterested boyfriend, are misogynist and another example in a "never-ending series of insulting and annoying ads that Sony feels are appropriate to advertise its consoles."

The ad campaign, first publicized by Ads of the World, can be seen below.

This isn't the first time Sony's ad campaigns have caused controversy—three of its campaigns for the PSP have drawn international flack—and I'm sure it won't be the last. At the very least, it's impressive that Sony and its advertising agencies are still able to find ways to offend sensitive consumers. Michael McWhertor

PlayStation plays misogynist again [The F-Word via UK: Resistance]

Gears Ad A Hit At Cannes, Too

Michael McWhertor — Mon, 25 Jun 2007 16:40:51 MDT

The "Mad World" promo for Epic Games' Gears of War was hit and miss with gamers, but the French loved the stuffing out of it. Following up on Blue Dragon's marketing win, the Gears advertising agency McCANN WORLDGROUP pulled a Silver Lion award for their use of music in the TV and theater spot. Sensitive marketing pays off!

Thanks for the heads up, Ted. Michael McWhertor

Film Lions Winners 2007 - Gears of War [Canneslions Live]

Blue Dragon Snares Gold Lion

Michael McWhertor — Wed, 20 Jun 2007 18:40:36 MDT

Microsoft's Blue Dragon marketing team was recently the recipient of the—I'm told—very prestigious Gold Lion award in the Outdoor category at the Cannes Lions International Advertising Festival. It also nabbed a Bronze award for Best Use of Ambient Media: Large Scale. The team's outdoor promotion for the Mistwalker developed Xbox 360 RPG was titled "Big Shadow" and acted as an interactive display in Shibuya, a fashionable Tokyo district.

They're surely rubbing this achievement in the face of their competitors at Sony who walked away with only a Bronze Lion for the TWDA\MADRID designed PSP ad campaign "Guide Dog."

This overwhelming defeat would probably send former Advertiser of the Year Ken Kutaragi into a tizzy if he were still with the company. Michael McWhertor

Big Shadow [Canneslions Live 2007 via Gamerscore Blog]