Halo Believers, Rejoice

Microsoft didn't hold back when it came to promoting Halo 3, arguably the most anticipated Xbox 360 video game release of 2007. McCann San Francisco, along with its division T.A.G as well as digital agency AKQA have teamed on "Believe," an all-out integrated effort comprised of an ARG (code-named IRIS), TV spots and a website that allows visitors to explore a 1,200 square-foot diorama of a historic Halo moment, the Battle of New Mombasa.The elements combine to make myth and hero of protagonist Master Chief and infuse historical depth to the Halo story, in an attempt to broaden the game's demographic beyond the hardcore gaming set.