Which game's marketing campaign is credited with popularizing the concept of 'Day One DLC' and pre-order bonuses in the gaming industry?

The gaming industry has seen some remarkable marketing campaigns that changed how games are promoted and sold. These campaigns not only boosted sales but often became cultural phenomena in their own right. This poll tests your knowledge of one particularly influential marketing campaign that transformed a struggling game into a global sensation and helped establish a now-common marketing practice in the gaming industry.

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Mass Effect 2 (2010)
Dragon Age: Origins (2009)
Halo 3 (2007)
Call of Duty: Modern Warfare 2 (2009)