More people spend more hours with Microsoft Solitaire than with just about any other piece of PC software. (Yes, really.) As Microsoft unified their gaming world under the Xbox umbrella, they wanted to convert these users over to an Xbox Live ID.

Microsoft Solitaire players love collecting badges and earning new ones. We knew that we needed to make it clear that you wouldn’t lose your badges by switching to Xbox. This was important if we wanted Microsoft to maintain their solitaire dominance and create new fans for Xbox.

To drive sign-ups, we created an in-game interstitial video featuring a serious achievement collector surrounded by his trophies. The interstitial, alongside programmatic banners and Facebook ads directed users to a campaign landing page where they were able to quickly sign up and get back to the game they love.

The common success metric is clicks on the CTA, but ours was conversions. Typically, in-game interstitial videos convert less than 5% who click to sign up. By focusing on what players love our conversion rate was 27%.