Halo 3 Believe
Released on September 25, 2007, Halo 3 became the biggest entertainment debut in history, earning more than $170 million in a few days and selling a record 3,300,000 copies of the game in its first week of sales alone. Halo 3's marketing campaign won several awards including the Cannes Integrated Grand Prix and D&AD Yellow Pencil, and was cited as evidence of the increasing mainstream popularity of games. The digital launch of the game expanded on many of the Believe campaign’s stories and included an immersive website which let fans explore the 40’ x 40’ diorama designed by Sam Winston Studios.
“You are witnessing the biggest entertainment launch in U.S. History”
Set in the distant future, the Halo 3 Believe diorama was built to portray the battle of New Mombasa. As an interactive piece, it allowed fans to explore a 40’ x 40’ model of the action, dive deeper into the stories of specific characters, objects, and events, and celebrate our hero, Master Chief.
Halo 3 IRIS
A part of Halo 3's marketing campaign, Iris was an alternate reality game, which involved cross-media interactions and player participation. It was designed to give fans more information on how the great conflict behind the Halo franchise began, and built mystery and anticipation for the September 25, 2007 release.