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October 5, 2007

The Halo Effect

Microsoft reported "Halo 3" reached $300 million in sales in its first seven days at retail. The attention spread to the Web with a 150 percent increase in searches for the term "halo 3" in the four weeks ending September 29, 2007, according to Hitwise. People primarily searched for the game's skulls, release date (September 25), cheats, weapons, and reviews.

At Advertising Week held in New York last week I met with Microsoft and Massive executives, and attended a handful of panels on in-game advertising. The coveted title is and always will be off limits to in-game advertising, but there are ways to align your brand with "Halo" and other out-of-boundaries games. There is "around game advertising" which is largely sponsorships of tournaments both online and offline, inserts in boxes, co-branding promotions, and advertising on enthusiast Web sites. Discovery Channel entered a strong co-branding opportunity with Halo's Master Chief to promote its "Last One Standing" show where Master Chief played as a contestant, and headlined a sweepstakes. For Microsoft, Massive primarily handles in-game ad placements, but the Xbox team has some innovative solutions around the game including placement on the heavily-trafficked Xbox Live.

Posted by Enid Burns at 2:54 PM | Permalink | Comments (0)

SEC Touts Its Fight Against Stock Manipulation Spam

Three companies, accused of being susceptible to delivering spam that could manipulate stock prices, were forced on Thursday by the Securities and Exchange Commission to suspend trading securities for 10 business days.

The SEC, in a statement, said the three companies failed to provide adequate and accurate information about themselves to investors, and as a result, could be susceptible to engaging in stock-touting spam. The SEC didn't state whether these companies, which all trade over-the-counter securities, delivered such spam.

The SEC said its actions are part of an initiative, launched in March, to fight spam-driven stock market manipulation. Since that time, the SEC reported suspended trading in the securities of 39 companies. It also said it brought several spam-related enforcement actions.

In the latest round of trading suspensions, Alliance Transcription Services (ATSS), Prime Petroleum Group (PPGU), and T.W. Christian (TWCI) are temporarily barred from trading its securities. The ban is lifted after Oct. 17.

Executives from the three companies could not be reached to respond to the SEC's actions.

The SEC said its anti-spam efforts are paying off, citing an Internet security threat report published last month by Symantec. Spam related to financial services accounted for 21 percent of all spam during the first six months of 2007, down from 30 percent during the last half of 2006, according to Symantec. The security software vendor singled out the SEC's actions for the decline.

Financial spam, once No. 1, has been surpassed by spam promoting commercial goods and services, including counterfeit designer purses and watches, according to Symantec.

Posted by Anna Maria Virzi at 1:47 PM | Permalink | Comments (0)

The Color of Bunny

The best film series franchises may actually be advertisements. The Sony Bravia team in Europe continues to create incredibly sequenced commercials, which get picked up virally on the Web. "Play-Doh" follows "Paint" and "Balls" in the series where the creative really shows the color HDTV is capable of displaying.

A Sony Bravia Europe site has additional interactive elements including a "Colourwall" that shows the 16.7 million colors available on the Bravia HD sets. If you upload a picture, you can claim a pixel of color as your own hue.

Posted by Enid Burns at 11:31 AM | Permalink | Comments (0)

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