27/07/23 Expert opinion

3 Examples of Marketing Game for Customer Acquisition and Retention

Marketing objectives are numerous. The aim of marketing is to meet customers’ needs and desires while achieving goals and sustaining the growth of the brand.

For a brand, it’s essential to acquire new customers and renew your customer base in order to expand its market and explore new business opportunities. But it’s also important to retain existing customers and cultivate strong relationships with them. Customer loyalty helps build a sustainable customer relationship, which reduces acquisition costs and generates stable revenues over the long term, as well as consolidates your brand image. Acquiring new customers and retaining existing ones are inseparable for sustainable growth and success.

Leverage Custom Digital Games for Your Acquisition Strategy

Today there are so many different ways to promote a brand amidst advertising clutter, hence it’s essential to stand out from the crowd when you communicate to reach your target, but how?

Through these 3 examples, Emeraude offers you an innovative way to strategize your marketing campaign: playful, engaging and accessible. Discover how you can leverage custom digital games for your customer acquisition and retention strategy!

Chupa Chups x Netflix: B2C Digital Contest for La Casa de Papel

Chupa Chups x netflix

For the release of the final season of La Casa de Papel, the Spanish confectionary brand and Netflix decided to launch an immersive and playful contest.

Be Lemon, a specialized marketing agency, assigned by Chupa Chups and Netflix, collaborated with Emeraude to create a digital game for their contest marketing campaign to boost brand awareness and reach potential new customers. This game contest is a way to promote the brands while benefiting the launch of the series finale where the brands could create unique customer engagement. Customers of the brands were invited to play the game till the end and whoever finished the game and won it, had the opportunity to take part in the lucky draw to receive a 50 gram gold bar as the grand prize. The game had included weekly prizes such as special Chupa Chups products.

Inspired by the heists in the iconic Netflix series, the escape room game invites the players to explore Chupa Chups factory in search of several lollipops. Their goal is to unlock the safe-deposit box and steal the precious gold lollipop, eagerly guarded by the site’s protectors.

The game narrative is based on La Casa de Papel by Netflix and the game takes place in the universe of Chupa Chups, combining the strong identities of two brands.

This contest marketing escape room is a perfect example for the use of gamification in experiential marketing, that benefits Chupa Chups with a brand exposure to its loyal customers and potential new customers while promoting the brand’s values: playfulness, adventure, and dynamic. This is a smart and powerful marketing campaign that buys-in customer loyalty by allowing them to immerse in the fictional world of La Casa De Papel, with hundreds of millions of fans worldwide.

Learn More!

Au bureau: Cluedo Escape Room and Advergames for Customer Acquisition and Retention

Au Bureau Brand Marketing Game

Au bureau, the French-owned biggest restaurant group in France, is known for being creative in their event-based marketing strategy. One of their favorite marketing mediums is utilizing gamification for their seasonal marketing campaigns. They have collaborated with Emeraude Escape for three times in less than a year. Emeraude has created a Cluedo escape room game for the launch of a new burger and two HTML 5 games: one for the Christmas season and one for the Carnival theme, for the event marketing contests.


Each game marks a special moment and a celebration for Au bureau, and brings the customers into different universes:


  • “Back to the 20’s” for the launch of new burger: Cluedo Escape Room where customers are invited to solve a burger murder mystery to win a trip to London
  • “Au bureau Circus” for the Christmas: a christmas theme HTML 5 mobile game to win a trip to Las Vegas
  • “Oburo and the Lost Costume for Mardi Gras”: a carnival theme HTML 5 mobile game to win a trip to Rio de Janeiro

By running these campaigns, Au Bureau managed to increase the dine-in traffic at their restaurants and keep their customers coming back with the contest prize put in place for each week and the points accumulation to win the grand prize. With digital game provided by a QR code at the tables, customers are focused more on the game and less on the waiting time which creates a more pleasant atmosphere at the restaurants. During the three week run of the first campaign, more than 60 000 players connected to the game, which led to the second and third collaboration between Au Bureau and Emeraude Escape.

The objectives were achieved: the campaigns boosted the traffic at the restaurants and UGC on social media while building customer loyalty with existing customers. 

Learn more!

Check out the video of Lola, Digital Marketing Manager at Au Bureau, shared her experience working with Emeraude Escape.

Chablis: How to Boost Customer Acquisition and Loyalty through Sales Enablement Training?

An effective way to boost acquisition and build customer loyalty is to provide sales enablement training to your employees:

  • Communicate properly and introduce the products/services in a compelling manner
  • Better understand customers’ needs and expectations and offer them a personalized experience
  • Establish authentic communication and build trusting relationships with customers
Chablis escape room

Sopexa, a communications agency specializing in food & beverages, asked Emeraude to create an interactive story game “Unlock Chablis” for Chablis wine. Chablis wanted to create an educational game to increase engagement and deliver all the required sales knowledge for wine professionals.

“Unlock Chablis” offers an immersive and engaging experience for the learners. Each player dives into the Burgundy region in France for a learning journey with an intuitive game design. Each scene in the game is carefully designed to achieve a specific learning objective. In fact, they address a variety of themes, covering the entire fascinating world of wine, from its creation to the winemaking process, to the diversity of Chablis food and wine pairing.

The goal of this training is to provide an exciting, stimulating, fun, interactive, and memorable learning experience for all participants. This gamified training allows them to acquire a solid knowledge about Chablis wine and to develop commercial skills to help them generate leads and prospects. The sales knowledge will ultimately serve to deliver customer satisfaction and build brand loyalty.

Learn more!

Chloe, Senior Trade Marketing Manager from Sopexa NY, USA shared her experience working on this sales enablement training with Emeraude Escape!

Gamification is a powerful tool for attracting and retaining customers in a fun way, while promoting learning and data collection. The three examples above shown different ways of acquiring new customers and retaining existing ones.

Interested in creative marketing games? Contact us today!

Custom Virtual Escape Room

What we offer:

  • A game focused on user experience, 100% tailor-made to your brand DNA and identity
  • A unique scenario and game designed based on your key messages
  • A smooth follow-up, an implementation, and a final premium result
  • A conception within 1 or 2 months
  • A platform that belongs to you 100%: reuse it as often and long as you want without any additional cost
  • The highest security standards, following the ISO 27001 data protection and security standards

Emeraude, in a few words:

  • Created 4 years ago
  • 50 creative talented individuals
  • Maestro in creating custom high-end games
  • All game creation and development are done in-house without subcontracting
  • 95% of our clients are global leaders in their respective sectors
  • 2 out of 3 clients request a second game

Our added value:

  • Our games can be integrated into any SCORM LMS
  • All our games are Desktop and Mobile responsive
  • All our games are available in solo or multiplayer mode

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