The challenge was to provide Microsoft Xbox with a deeper understanding of their target by urging them to create an identity. We created a highly interactive, viral, online gaming experience – GID – that rewarded Xbox gamers for creating their ‘Gamer Personality’. Gamers were able to download their GID – a customised icon – as wallpaper then leverage it as an icon for MSN Messenger and sign up to receive stickers of their GID icon. The campaign surpassed expectations with 11,000 unique registrations and 48% of registered users telling their friends about the game.