Pearl and Dean to screen £1.5m campaign for Halo 3

LONDON - Universal McCann has coordinated a cinema campaign for the new Xbox 360 game, Halo 3, to run on Pearl and Dean screens.

The £1.5m campaign, which launches on Friday 28 September, will run for two months and will include a traditional 30-second ad slot, a photographic exhibition with audio in some foyers, foyer TVs showing a two-minute documentary, and six-sheet ads broadcasting Bluetooth Halo3 downloads.

The famous Pearl and Dean ident reel will also be rebranded as part of the campaign.
Ben Peterson, account manager at Pearl and Dean, said the campaign, which was created in conjunction with McCann Erickson, had “engagement and impact in abundance” thanks to the combination of ads, idents, Bluetooth, foyer TVs and outdoor.

Media Week 24-Sep-07