AUCKLAND, Today: 2degrees and TBWA\New Zealand are back for another summer of smashing as Data Piñata returns, bringing a fresh round of chaos, competition and bragging rights.
Now in its fourth season, the game lets Kiwis build, arm and name custom piñatas, then take on mates for daily prizes and free data.
Anyone can join the action, and while only 2degrees customers can claim prizes, players on other networks can stack rewards and grab an extra 7.5GB when they switch.
This year introduces expanded gameplay built with Digital Arts Network, adding slick mobile interaction and customisation so players can shape every detail of their piñata.
More than 100,000 Kiwis jumped in during week one, making this the biggest first-week launch in Data Piñata history, supported by partners including Samsung and Auckland FC.
“This campaign is pure 2degrees – fun and playful. By blending creativity and technology, we’ve built an experience that lives where people already are: on their phones, at the beach, and in the spirit of summer competition.” – Shane Bradnick, Chief Creative Officer at TBWA\New Zealand
A 30” hero film leads the campaign alongside LFOOH, social, digital, Mai FM and a full summer rollout. SFOOH now streams Kiwi-made piñatas and real-time data wins.
Alessandra Nixon, Senior Marketing Manager – Consumer at 2degrees said, “Data Piñata has become a summer staple for 2degrees – it’s cheeky, competitive and a uniquely Kiwi way to offer even more value to our customers – and attract more.
“This year, we wanted to level up the experience and create something that brings friends together wherever they are, with bigger gameplay, bigger rewards, and more reasons to join us.”
Shane Bradnick, Chief Creative Officer at TBWA\New Zealand added, “This campaign is pure 2degrees – fun and playful. By blending creativity and technology, we’ve built an experience that lives where people already are: on their phones, at the beach, and in the spirit of summer competition.
“The best ideas are the ones people want to play with – and Data Piñata proves that year after year.”
Data Piñata Season 4 is now live nationwide across mobile, digital, OOH and social.
CREDITS
Client Partner: 2degrees
Creative: TBWA
Design & Development: TBWA’s Digital Arts Network
Media: OMD
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