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Microsoft Xbox
Halo 3
TAG/McCann Worldgroup San Francisco
When Microsoft released its third game in the Xbox Halo series in 2007, it wanted its marketing to do more than simply sell the product. ‘Halo 3 aimed to be the biggest entertainment debut in history,’ says Taylor Smith, global communications director at Microsoft. ‘We wanted to make an entertainment statement – this is gaming, gaming has arrived as an entertainment medium, think about it in the same vein that you think about blockbuster movies.’ This was no small ambition. While video games have achieved a huge cultural impact, influencing everything from cinema to advertising, there is still often a perceived computer games ‘type’. This is particularly true when it comes to the genre ...
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