Back in 2004, Microsoft hired Elan Lee and 42 Entertainment to conduct a viral marketing campaign called I Love Bees. The campaign was an alternate reality game marketing Halo 2, and featured both Internet and real world portions, bringing players into the campaign. Now, Elan Lee has joined Microsoft as the chief design officer of Xbox Entertainment Studios.
He now works under Nancy Tellem, the former CBS executive who is now in charge of video content for Xbox. It is likely that Lee’s new position has to do with Steven Spielberg’s Halo television series which will be featured on the Xbox One. This new alliance may be part of an effort to bring more crossover content between games and video to Xbox’s entertainment services. The Xbox One’s robust TV features leave a lot of potential for working with video games to make cross-media games and shows.