“People had really strong reactions to Left 4 Dead when we started showing it,” said company boss Gabe Newell.
“Our pre-orders are running 60 percent ahead of Orange Box. This in combination with the fact that it is a new IP made us think that an extensive marketing program made a lot of sense.”
“Extensive” means a $10 million ad package.
Valve told the site that promotions will mix humor and horror and will air November 9 through 28 on ABC, ESPN, Fox, MTV, Comedy Central, USA, Spike TV and other networks.
More through the link.