Edelman Dublin launches Halo 3
Edelman Dublin recently helped Microsoft to launch Halo 3, the exclusive Xbox 360 title, in Ireland. The campaign’s objectives were to raise awareness about the launch, bring the game to a mainstream audience and create a buzz around the release. Billed as the entertainment event of the year, we captured the imagination of the public by bringing Richard Dean Anderson, a cult icon in Ireland due to his role as MacGyver, to the country and setting Master Chief loose on the streets of Dublin.
By bringing one cult phenomenon to Dublin to launch another cult phenomenon, word of mouth built up into a crescendo up until its eventual launch; the highlight of which was the midnight launch in Gamestop in the Stephens Green shopping centre where 500 odd fans that had turned up that evening with DJs, dancers and the Red Bullcrew whipping them into a frenzy as the clock counted down to midnight.
There was wall-to wall Halo 3 with coverage in the Irish Times, Irish Independent, Irish Examiner, Irish Sun, Irish Daily Star, Irish Daily Star on Sunday, Sunday Independent, Sunday Tribune, Sunday Business Post, Today FM, 2FM, FM104M, NewsTalk, 98FM, Spin 103.8, RTE 2 and TV3 to date.
Technorati Tags: Edelman, Halo 3, PR, Public Relations