Enjoy Halo: Microsoft scores traditional Coke spot
Microsoft X Box has taken over one of the most well known ad spots of Sydney—the Coca Cola sign in Kings Cross—as part of its marketing push for video game Halo 2.
Outdoor advertising for the game is now rolling out to promote what Microsoft predicts will be the biggest video game in the world to date.
The Halo 2 ad now sits alongside the iconic Coke sign at Kings Cross, becoming the first company in 30 years to advertise in the space which product-based Coke ads have traditionally been placed.
X Box marketing manager Richard Hirst said the outdoor ad forms an important part of its campaign—placed in a high-traffic and popular location.
The ad features an image of the game’s main character Master Chief next to the word “Enjoy”, which is also featured in the Coke sign next to it.
The well-known Coke tagline was added as a tongue-in-cheek way of telling consumers that if they enjoy Coke, they’ll also enjoy Halo 2.
“A lot of the things we’ve been doing has been breaking the mould. The Coke sign was a big statement, and we’re treating this almost like a movie launch, with the initial teaser faze, with Master Chief being seen out and on the streets,” Hirst said.
“He was at [Channel V’s] Band in a Bubble with Regurgitator, he accompanied the Roosters during the grand final, he’s been featured with AFL [players] and escorted Miss Universe Jennifer Hawkins to a charity event…So the initial part of the campaign was to get the main character out.”
Hirst said the campaign’s focus is mainly online, outdoors and events, with some radio and print ads also thrown in the mix.
Ad agency McCann Erickson did the company’s creative, while Universal McCann, the media.
“We’re advertising in some gaming publications and have a very strong online presence because obviously the youth market are very heavy users of the internet, and in terms of outdoors, again it’s great in terms of delivering the epic idea,” Hirst said.
He added that in the US, there are already 1.5 million pre-orders for the game, “which will generate more revenue in 24 hours than the day one taking of any feature movie, such as Spiderman Two, The Matrix Reloaded and Harry Potter”.
Halo 2 will be launched on November 9 in Australia and the US, with Europe to follow on November 11.
Sydney and Melbourne Myer stores will be holding midnight launches on November 8, where keen gamers will be able to purchase Halo 2 early, and will also be treated to street entertainment and live performances by Australian artists.
