Halo 3
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.