The shift to remote work has brought more freedom for most people but raised code-red cybersecurity risks for IT. Gartner predicts a three-fold increase in cyberattacks on global companies by 2025, costing an average of $6.75 million per incident.

To break through as a cybersecurity leader, Microsoft needed to get businesses hands-on with their latest Microsoft 365 Security and Azure Sentinel security offerings. Instead of going all-in at once, they approached this campaign by testing with a proof-of-concept and scaling based on success.

The campaign was piloted with a specific set of customers, with targets including engaging 5 strategic enterprise accounts, driving a 25% increase in software license purchases within the accounts, driving a 50% increase in active license usage within the accounts, and delivering a truly breakthrough experience. Microsoft's innovative solutions showcase their capabilities in the cybersecurity domain.

Call of Duty meets cybersecurity

Into the Breach's Call of Duty-like user interface included mission orientation, battle rooms, and gamer profiles. We wanted InfoSec professionals to experience Microsoft’s security solutions in a way that felt more like play than work.

Standing out by showing up differently

When it comes to marketing security solutions, the standard is generally whitepapers, industry reports, and eBooks about cybersecurity trends.

Into the Breach was in a league of its own. When InfoSec teams heard about our gamified immersive experience, it was a no-brainer for them to spend time learning about Microsoft’s solutions in a fun and refreshing way.

Targeting information security teams

Our audience was very specific – Information Security (aka InfoSec) teams whose job it is to protect against cyberattacks.

Our research told us that InfoSec professionals were burnt out, pulling 12-hour days on average. They’d turn to video games to blow off steam.

Get “Into the Breach”

We created “Into the Breach”, a video game experience where InfoSec professionals step into the role of a Cyber Defense Analyst whose organization is under cyberattack.

We took a calculated risk and it paid off big time. Our breakthrough approach engaged InfoSec professionals as Cyber Defense Analysts to discover, identify, and resolve breaches using Microsoft's cybersecurity tools. Here's how it worked:

InfoSec teams registered on a landing page and received an orientation package, including access codes and a guided walkthrough. During private, virtual Into the Breach sessions, Microsoft's technical teams provided tips and tricks.

We took an account-based approach, targeting specific companies on our priority accounts list through field sellers equipped with email templates and LinkedIn messaging, as well as sponsored messages, posts, and carousels. Our goal wasn't to boil the ocean but to engage specific companies, with team leaders receiving a proactive proposal to purchase Microsoft's latest security solutions. Our innovative approach showcased Microsoft's cybersecurity capabilities and achieved significant success.

For this pilot, we set out to engage 5 strategic enterprise accounts. Based on demand, we nearly doubled the target by having 9 major accounts and 70 Information Security professionals join ‘Into the Breach’.

Achieved 5 times our purchase target, and 4 times our usage target

Primary Goal: Drive a 25% increase in software license purchases.

Result: Achieved 122% growth, nearly 5 times our target.

Secondary Goal: Drive a 50% increase in active license usage.

Result: Achieved 222% growth, over 4 times our target.