Last November I heard Jeff Bell talk about (and I blogged about) the launch of Halo 3 -- including the cool viral strategies used. Today I noticed that the internet ad for Halo 3 had won first place in the Cannes Lions International Advertising Festival. It shares that award with a TV ad for Cadbury. According to this article, "it was the first time at the ad industry's top annual event that Web-only video was eligible to compete with commercials for TV and cinema use."
The advertising for the Microsoft Xbox game, which has sold nearly 10 million copies since its debut last fall, also on Saturday won the Integrated Grand Prix for multimedia campaigns and a Gold Lion in Film for the TV commercial. The complex promotion spanned Web, TV and cinema advertising, including a real-world Museum of Humanity, with a diorama of an epic humans vs. aliens battle.
Reading that Halo 3 had sold more than 10 million games since it launched last fall made me wonder how well XBox 360 is doing and what the attach rate is. Answer found: "Halo 3 Still Selling Like Hotcakes." Forty-six percent of xBox system buyers are also buying Halo 3 -- a remarkably high attach rate.
Additionally, a worldwide sales total of 17.7 million Xbox 360s was announced - meaning that across the globe, the attach rate of Halo 3 is an absurd 46%. (That's not quite the 52% figure for the US alone, but still ridiculously high - almost one in two Xbox 360 buyers have also picked up a copy of Halo 3.)
My 14 year old (daughter) loves Halo. She is one of the 46%.
