A video game that put security teams inside a cyberattack
Information Security teams played a Cyber Defense Analyst resolving a breach with Microsoft security tools
Cybersecurity was a new game
Microsoft offers state-of-the-art security solutions, but cybersecurity was a new game for the company. It needed businesses hands-on with its latest Microsoft 365 Security and Azure Sentinel offerings. Rather than go all-in at once, Microsoft piloted the campaign with a specific set of customers before rolling out broadly.
The audience was very specific. Information Security teams, whose job is to protect against cyberattacks, were burnt out, pulling 12-hour days on average and turning to video games to blow off steam. With minimum viable product in mind, the pilot targets were to engage five strategic enterprise accounts and, within them, drive a 25% increase in software license purchases and a 50% increase in active license usage. There was also one qualitative ask, to show up differently with a truly breakthrough experience.
Call of Duty meets cybersecurity
Into the Breach was a video game experience where Information Security professionals stepped into the role of a Cyber Defense Analyst whose organization was under cyberattack. The Call of Duty-like interface included battle rooms and gamer profiles, so security solutions felt more like play than work.
Field sellers opened the door
Sales teams were equipped with a complete bill of materials including email templates and LinkedIn messaging. In collaboration with field sellers, Information Security professionals were invited to host a private, virtual session with their team.
Orientation before the mission began
Teams registered on a landing page and received an orientation package with access codes and a guided platform walkthrough. During sessions, Microsoft’s technical teams were on standby to offer tips where customers got stuck.
The mission, discover and resolve
The challenge was to discover the breach and resolve it using Microsoft cybersecurity tools, identifying the cause along the way. Afterwards, Information Security team leaders were provided a proactive proposal to purchase Microsoft’s latest security solutions.
An account-based route to market
Rather than boil the ocean, the campaign engaged specific companies within the priority accounts list. LinkedIn carried an integrated strategy of sponsored messages and carousels aimed at companies on that list.
A calculated risk
Software license purchases grew 122%, nearly five times the target. Word of mouth spread, and Into the Breach was declared a new best practice.
