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Chupa Chups and Netflix captivated fans with the launch of a digital escape game based on Netflix's hit show Casa de Papel, garnering over 10,000 players in the first week alone, and Be Lemon, the agency behind spearheading the project, shared a little of what the process was like for them behind-the-scenes of the collaboration.
After being approached with a brief for a contest game idea by Chupa Chups, a previous client , Be Lemon knew they “Wanted to do something that went a little further than the initial briefing” to be sure to secure the project. Be Lemon was excited about the opportunity because of the influence a great game execution could have on Chupa Chups' strong social community, as well as their previous experience working with Chupa Chups as a client. With everything in mind, Be Lemon centered on the idea of a digital escape game and consulted Emeraude Escape to bring it to life.
Before handing over the project to the expertise of Emeraude Escape for the game creation, Be Lemon had to work on it’s biggest challenge, managing the internal licenses, assets approvals, and validations, expected from the two mega brands. “So it's true that when you're working directly with a single client, there's a bit of back and forth, but when you're part of a license behind it, there's a lot more back and forth.” After ironing out all of the details, approvals, and mechanics of the game, Be Lemon received the green-light, and game production was done in less than two months.
With no concrete numerical objective in mind, Be Lemon knew they could measure the success of the game by just how engaged players were. “Because that's where we see the success of an online game, if people stay, or if they leave after 1 minute. It's also what proves that the game is not too buggy and that technically it works on the variety of devices that people can use, whether it's on their mobiles or on their computers, etc.”
Launched in Italy alongside France due to the notoriety of Casa de Papel, the social campaign worked well and had a nice participation spike. In the end, Be Lemon was extremely happy to have realized another project with Emeraude Escape and found the team to be already adept with technical skills, ready to adapt, and very flexible, which is important to them. “As an agency we are obliged to be extremely flexible with clients who can sometimes change their minds or we have had very complicated periods with the pandemic and everything going on. We are very event-driven, so we must always be able to postpone operations, change our minds etc., In the end it's the ideas and the qualitative rendering of the productions, that's all we expect from a solid partner” Be Lemon concluded.
Read More about the Chupa Chups x Netflix game here.