Excerpts from Wikipedia:
Max Payne 3 will be Rockstar's "biggest and boldest marketing effort thus far". Highlights of the campaign will include prominent TV spots during the 2012 UEFA Champions League Final and other mainstream programming, as well as outdoor campaigns. Rockstar Games ran a competition where its Twitter followers who tweet using the #MaxPayne3 hashtag through January 13, 2012, could see their likeness featured in the title's multiplayer. Rockstar also ran another competition to win a trip from New York to São Paulo to attend at Sonar São Paulo, get a customized Max Payne 3 Xbox 360 console, and play the game a week before its official release.
Both the PlayStation 3 and Xbox 360 versions features rewards respectively for PlayStation Home and Avatars. Rockstar re-released the first Max Payne, subtitled Mobile, for iOS devices on April 12, 2012, with the Android version launching later. Max Payne Mobile has been optimized for both iOS and Android devices and features HD graphics, high-resolution textures, Social Club connectivity and user-customizable controls. The Rockstar Games Social Club is a website that displays the gameplay statistics of registered users and feature competitions and awards based on player activity within the game, which will support both Max Payne Mobile and Max Payne 3.
Can we assume all of these came out of the budget?