The creative marketing director Microsoft Chris Di Cesare has commented that Halo 3's competition isn't strictly other video games. Cesare put it 'on the plane' with other entartainment launches against other game launches. MS are making a huge ad campaign to support Halo 3 which will even see branded packs of fries and drinks hitting Burger King as shown below.

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The Redmond, Wash., company and its partners will plaster the Halo 3 name and characters across cans of pop, wrappers for french fries and more. The game will also be featured in multimillion-dollar TV ad campaigns from General Motors Corp.'s Pontiac and PepsiCo Inc., along with commercials by Microsoft itself.

"Our competition isn't other videogames," says Chris Di Cesare, director of creative marketing at Microsoft. "We put it on the plane with other entertainment launches, versus other game launches."

For several weeks starting in late September, Burger King will offer customers who purchase "king-sized" meals in its fast food stores Halo 3-themed wrappers around food, including a 42-ounce soda cup and french fry container. "We like to tap into events where there is a great deal of curiosity and anticipation involved," says Mr. Gies, who believes that Halo 3 fits the bill. Burger King has begun to do more marketing partnerships with game companies, including a deal with game publisher Electronic Arts Inc. that involved in-store promotions for a boxing game called Fight Night.