Case Study

Chupa Chups x NETFLIX – A special B2C digital contest for La Casa de Papel

chupa chups X netflix

Marketing – Customer acquisition and retention

Game format:
2D Virtual Escape Room

Chupa Chups and Netflix customers

Chupa Chups and Netflix


La Casa de Papel is, without a doubt, one of Netflix’s greatest international successes. In a short time the Spanish series has hooked millions of people around the world, becoming a true mass phenomenon that has also captivated experts, as the BBC recently included it among the 25 best series of the 21st century.

An undisputed critical and public success that now makes the leap to the online world thanks to Chupa Chups, which has developed with Emeraude Escape, a Paris-based company specialized in gamified digital experiences, an immersive game in which fans of the acclaimed Netflix series can become thieves, imitating the characters of La Casa de Papel.

Chupa Chups achieved success with an B2C digital contest developed by Emeraude Escape, collaborating with Be Lemon. The game strengthened brand loyalty and attracted new consumers by linking Chupa Chups to a popular Netflix series. Accessible on various devices, the game showcased the brand’s adaptability and innovation, maintaining its position as an industry leader through successful cross-marketing while joining forces with streaming giant Netflix.

jeu concours digital

jeu concours digital

With this project Chupa Chups has offered original and fun content, taking a step beyond the usual marketing and communication actions, such as traditional promotion or commercial collaboration with another company.

An innovative initiative of Chupa Chups and Netflix, in collaboration with Be Lemon and Emeraude Escape, has allowed the brand to increase its visibility, strengthen positioning and finally remain top-of-mind.

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