 Various marketing ideas were used to promote the release of Halo 3. A Beta, unfinished version, of the multiplayer mode was released with the Microsoft game Crackdown a few months before the actual release. The advertising campaign cost an estimated $10 million US dollars. The 'Believe' campaign was a high profile launch on television, radio, billboards and other high profile places. It focused on the epic quality of the games storyline. The game's tagline or key phrase was " 'finish the fight' ". Pepsi also announced a new energy drink called Game Fuel. It had an image of Master Chief and the Halo 3 logo on the packaging. Bill Gates, the owner of Microsoft personally sold copies of the game at a Washington game store.