"We're well ahead of where we were with Halo 2," said Chris Di Cesare, director of creative marketing at Microsoft, Redmond, Wash. "In the year of the summer blockbuster 'three-quel,' the biggest one is going to be one you don't go to a theater to see."
Marketing is definitively an important tool and over at Brandweek they have a pretty accurate wrap up of Microsoft’s marketing campaign for Halo 3. Although all you avid Halo fans have probably been following every step of the process, it is quite an interesting read.
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