The first person shooter video game Halo 3 was the focus of an extensive marketing campaign which began with the game's developer, Bungie, announcing the game via a trailer at the Electronic Entertainment Expo in May 2006. Microsoft, the game's publisher, planned a five-pronged marketing strategy to maximize sales and to appeal to casual and hard-core gamers. Bungie produced trailers and video documentaries to promote the game, partnering with firms such as Digital Domain and Weta Workshop. Licensed products including action figures, toys, and Halo 3-branded soda were released in anticipation of the game; the franchise utilized more than forty licensees to promote the game, and the advertising campaign ultimately cost more than $40 million. While Halo 2's release had set industry records, the mainstream press was not fully involved in covering the game; part of Microsoft's strategy was to fully involve casual readers and the press in the story. The saturation of advertising and promotions led Wired to state: "The release of Halo 3 this week was an event that stretched far beyond our little gaming world. Everyone from the New York Times to Mother Jones wanted to cover it."

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