2degrees turns summer into a smash hit with Data Piñata Season 4 launch via TBWA NZ
2degrees and TBWA\New Zealand are back for another summer of smashing with the return of Data Piñata. Now in its fourth season, Data Piñata invites New Zealanders to battle it out in a digital playground where they can build, arm, and name their very own piñatas – then challenge friends to win daily prizes, free data and ultimate bragging rights.
Anyone on any network can play, and while only 2degrees customers can claim their winnings, non-2degrees players can stack up their data rewards throughout the game and claim it all (plus an extra 7.5GB of free carryover data) when they switch to 2degrees.
This year’s campaign introduces an expanded gameplay experience developed in partnership with Digital Arts Network (DAN), featuring seamless mobile interaction and customisation options that let users truly make their piñata their own – from the name, colour and armour to its fighting whacker.
Within just one week of launch, more than 100,000 Kiwis jumped into the game – making Season 4 the biggest first-week launch in Data Piñata history. This year’s supporting partners include Samsung, The Warehouse, Auckland FC and The Breakers.
The campaign is anchored by a 30” hero film, starring 2degrees’ fan-favourite icon, Paulie the Piñata, supported by LFOOH, social OOH, digital creative, a Mai FM radio partnership and a full through-the-line rollout across the summer months. This year, SFOOH goes a step further – streaming real Kiwi-made piñatas and the data prizes won in battle, all in real time.
Says Alessandra Nixon, Senior Marketing Manager – Consumer at 2degrees: “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.”
Says Shane Bradnick, Chief Creative Officer at TBWA\New Zealand: “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.
Client Partner: 2degrees
Creative: TBWA
Design & Development: TBWA’s Digital Arts Network
Media: OMD
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