2degrees and TBWANew Zealand Unveil Data Piñata 5: Data Piñataverse
2degrees, in collaboration with TBWANew Zealand, part of the Omnicom Oceania network, has announced the launch of the fifth edition of its popular annual summer game, titled Data Piñata 5: Data Piñataverse.
Data Piñata serves as an engaging promotional campaign aimed at rewarding customers with data prizes and other incentives. This year, the beloved character Paulie the Piñata makes a return, bringing with him an interactive gaming experience that boasts over one million unique outfit combinations and the chance to win an impressive 800 years’ worth of data.
In addition to data, participants can also compete for various prizes from notable brands including Samsung, The Warehouse, Auckland FC, and Tank.
Innovative Gameplay and Storyline
According to 2degrees, this year’s gameplay revolves around a new narrative featuring portals that lead to the enigmatic Data Piñataverse opening up throughout Aotearoa and beyond. However, challenges arise as “portalling piñatas” lose all their collected prizes, prompting players to help restore their panache.
Developed once again in conjunction with Digital Arts Network, the game allows participants to engage in a quest for 225 collectible wearable items to customize their own piñata. Excitingly, non-2degrees customers can also join the fun and obtain their rewards by switching to 2degrees.
In partnership with media agency OMD New Zealand, this edition will feature a large mural installation on Auckland’s High Street, created through collaboration with Shout Media.
Enhancing Customer Experience
Dave Pearce, General Manager of Marketing at 2degrees, expressed enthusiasm about the campaign’s evolution, stating: “Data Piñata has become a highly anticipated event that customers look forward to each summer. We constantly strive to make it more entertaining and rewarding, and this year we have made significant strides.”
Shane Bradnick, Chief Creative Officer at TBWANew Zealand, remarked that “what began as a seasonal promotion has transformed into a true franchise for 2degrees. We continue to find innovative ways to keep the concept fresh and engaging.” He emphasized the campaign’s ability to create anticipation and maintain excitement among participants.
Trudi Greig, Director at Digital Arts Network, added, “Every year presents a new opportunity to challenge ourselves creatively. This iteration of Data Piñata reflects a significant leap forward in both creativity and technology, with features designed to boost player engagement and interaction.”
The campaign will be showcased across multiple platforms including television, online video, radio, social media, digital channels, and out-of-home advertising.
The Data Piñataverse marks a milestone in the history of 2degrees’ marketing efforts, reinforcing its commitment to providing customers with engaging and valuable experiences while celebrating the festive summer season.
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