SUCCESS STORY

A tailor-made adventure: how Center Parcs used AI to offer a hyper-personalized experience and collect first-party data

Discover our success story with Center Parcs

Discover the success story in video:

The context

Since 2006, Center Parcs and Numberly have been working together to innovate in first-party data collection and customer engagement, developing experiences and game mechanics across various European markets: France, Germany, Belgium, and the Netherlands. Our partnership is based on a dual objective: maximizing the volume of prospects while ensuring data quality. 

In 2025, Center Parcs’ brief marked a turning point: the integration of AI at the heart of the game mechanics. The brand expressed a desire to maintain complete transparency with users, which resulted in the addition of an explicit consent box and a disclaimer in the registration process.

The objectives of this campaign were clear and ambitious:

  • Data collection: generate as many new double opt-in leads as possible to ensure the quality and engagement of prospects in France and Germany.
  • Booking generation: convert these leads into customers by encouraging them to book a stay through the sharing of a promotional offer within the game.

To achieve this, we designed a media-driven collection operation, primarily via a targeted Social Ads campaign, to reach audiences most likely to be interested in Center Parcs stays. Our strategy: design a complete and innovative digital campaign leveraging artificial intelligence to create a unique and memorable experience, allowing participants to envision their stay and drive purchase.

The solution

Numberly and Center Parcs designed a playful system based on a story generated in real-time by AI. The campaign was launched via an integrated media strategy on Meta Ads and SEA. The user journey was divided into three steps designed to optimize data collection:

  • Registration: Participants had to provide their information and check an opt-in box, along with the necessary consent for the use of AI to generate their story.
  • Adding travel companions: They then added their travel companions (friends, family, pets), further enriching the household profile.
  • Profiling questionnaire: A short quiz assigned a persona to each participant, which served as the basis for creating the story.

At the end of the journey, a personalized story, generated in real-time by AI, was displayed. Each story included a scenario of the family on vacation at a Center Parcs (description of the accommodation and surroundings), an activity matching the user’s persona, a plot twist, and a happy ending.

Players could save and share their story, extending the experience and encouraging virality. A confirmation email was sent on Day +1, recalling the story and reinforcing engagement.

Production followed a strict protocol: legal and technical validation from the planning stage, definition of a precise narrative brief, creation and optimization of prompts by specialized assistants (Data Validator, Data Narrator, and Quality Guardian), then translation and testing in multiple languages. Finally, a pre-production phase in Test & Learn mode allowed adjustments and ensured quality before launch.

The results

The results of this operation were remarkable.

This campaign notably won the Silver Award at the BtoC Marketing Trophies in the “Acquisition” category.

90% completion rate

in France, for a 38% registration rate

20% of participants

shared the game to their peers in France

45% of post-campaign bookings

come from these new opt-ins