Via Next Generation, a post on the Brand Week website that goes into some detail on the massive advertising campaign for Halo 3 orchestrated by Microsoft and the McCann-Erickson group. "The goal of the campaign is to bring Halo fans and nonfans up-to-speed as to where we are in Master Chief's epic battle to defeat the evil Covenant. While most major game titles begin their ad campaigns weeks before launch to build buzz, Halo 3 differs greatly. This mass-market push is actually the end of the of Halo 3 campaign. The TV push is the grand finale of a five-pronged attack Microsoft quietly launched last December. The carefully orchestrated onslaught was designed to make casual fans interested and core fans rabid as Microsoft aims to eclipse Halo 2's record-breaking $125 million in sales on day one. To date, Halo 3 is already on the books for one million preorders and counting. "