Strell summarized it fine, but here's a couple of things I remember:
[quote name='Strell']Basically (this is from memory, so I'm probably wrong), there was a link to "ilovebees.com" during some movie previews....maybe they were advertising Halo 2 in movie theatres before it was released (which has been known to happen).[/QUOTE]
Yeah. The Halo 2 theatrical trailer - when they showed the Xbox logo at the end, for less than a second the usual "xbox.com" text scrambled underneath to change to "ilovebees.com."
At some point, a bunch of coordinates showed up on the site, all linked out to payphones. It would say an axom went hot, and would give a time. You could go to the payphone and listen to some recordings, and if you gave the correct password, it would give you more data to enter in on the website.
I think if the correct password was given the axom went hot automatically, but other than that...yeah.
It wound up like Strell said with locations revealed... a select few of them actually let people play Halo 2 a few weeks early (at movie theaters, I believe), while the majority gave out promotional stuff....t-shirts, etc. usually at large shopping centers/malls.
*Edit* - Also, people who showed up at the events were given a DVD that had all of the audio clips and extra stuff from the Ilovebees game. It was obviously put up on torrents shortly after (with Bungie's blessing since they knew most people wouldn't be able to get it). I have a copy of it around here somewhere.
Normally I wouldn't care about that kind of stuff, but it was somewhat compelling. It got to the point where I was staring at the axoms updating all morning when it began and talking to a friend on the phone about heading out to the nearest payphone that would be getting the call, which was less than 5 miles away. Laziness won out, though.