of the campaign was to sell more Xbox 360 consoles and widen the appeal of the game beyond the "Halo faithful" to casual as well as hardcore gamers. Marketing took the form of stages, including trailers of the game, real-time cinematics, recorded gameplay sequences, pre-rendered CGI, and live action film. On September 12, 2007, the "Believe" Halo 3 ad campaign, focused on the epic nature of the story and heroism told through dioramas and third party accounts of Master Chief's service, began with the video "Museum" and continued on past the game's release. Throughout the course of development Bungie released four "developer documentaries" that explained the processes behind creating parts of the game. A large-scale multiplayer beta test was played on Xbox Live with more than 800,000 members of the public being able to take part and experience the game for themselves. Beginning in June 2007, an alternate reality game called Iris involved players in slowly revealing background information for the game. The actual release was met with worldwide launch parties. Halo 3 also had marketing tie-ins and promotions. PepsiCo announced a new line of soft drink, a variant of Mountain Dew named Game Fuel, branded with the Halo 3 logo and the Master Chief. Much of the advertising focused on appealing to the general public, rather than just hardcore fans of the game; for example, some 7-Eleven stores advertised Halo 3 and sold specialty cups and copies of the game. Gamestation stores in the UK offered a limited edition Master Chief figurine to the first 1000 preorders. The game's final testing copy before its gold release—codenamed "Epsilon" and confirmed by Bungie to be almost complete—was leaked to the Internet months before the game's release date. Microsoft reacted to this leak by having the Xbox Live accounts of gamers caught playing the leaked copy banned until the year 9999. Retail copies of the game, complete with photographs of the open game box, started to appear on the internet auction site eBay weeks before release, followed by UK catalog retailer Argos accidentally releasing some of their copies a week early. Microsoft's Entertainment and Devices division were quoted as being "disappointed" that the Argos leak happened, but stated they had no intention for punishing them for an "honest mistake". The retail copy was also leaked online over a week before release, with the 6.14 gigabyte file of the game ripped from a