It goes way beyond just Mountain Dew...
Halo 3 marketing has it's own wiki page.
The whole campaign cost more then $40 million.
Killzone 2 would need to have it's own burger king meal:
It's own action figure toys:
10,000 seperate launch parties around the world:
Sets of Slurpee drinks sold at 7-Eleven.
It's own chip ganessi sponsered racing car:
And It would also need it's own alternate reality game set up online:
"A component of Halo 3's marketing was an alternate reality game or ARG called "Iris"
I don't think anygame soon will ever come close to the hype this game recieved.
Killzone 2 isn't as popular as Halo, so it wouldn't get these product placements in the first place, but if it was going to compete with Halo 3 in marketing, it would need it's own varient of all the above.
