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:

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