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.