AUCKLAND, Today: Apparently one universe wasn’t enough for Paulie the Piñata. 2degrees and TBWA\New Zealand have opened the Data Piñataverse for the campaign’s fifth summer outing.
What started as a seasonal promotion has become a familiar fixture on New Zealand’s advertising calendar, and this year’s edition is taking things to another dimension.
Developed by Digital Arts Network (DAN), the new game sees portals opening across Aotearoa and beyond. There’s just one problem: travelling Piñatas have lost their swag, and players need to restore their style.
There are 225 wearable items to collect, more than a million outfit combinations and a share of 800 years of data up for grabs.
Prizes from Samsung, The Warehouse, Auckland FC and Tank are also in the mix. Even non-customers can play this year, although they’ll need to switch to 2degrees to unlock their winnings.
The campaign stretches across television, online video, radio, social, digital and OOH, with media partner OMD New Zealand helping bring the Piñataverse into the real world.
On Auckland’s High Street, Shout Media is creating a giant mural over seven nights, revealing a Piñata Portal tearing open. The finished artwork marks the campaign’s official launch.
The best long-running platforms create anticipation as much as awareness, and that’s what Data Pinata has done.” – Shane Bradnick, Chief Creative Officer, TBWA\New Zealand
2degrees GM Marketing Dave Pearce says, “Data Piñata is one of those campaigns that people genuinely look forward to each summer.
Each year we challenge ourselves to make it bigger and better, more entertaining and more rewarding, and this year we’ve gone further than ever before.
Data Piñataverse is our biggest celebration yet of what makes 2degrees differ; giving customers real value while having a bit of fun along the way.”
TBWA\New Zealand Chief Creative Officer Shane Bradnick adds, “What started as a summer promotion has grown into a genuine franchise for 2degrees.
Five years in, we’re still finding new ways to evolve the idea and surprise people. The best long-running platforms create anticipation as much as awareness, and that’s what Data Pinata has done.
Every year it gives us another opportunity to push the idea somewhere unexpected, with the kind of playful creativity that has become synonymous with 2degrees.”
Digital Arts Network Director Trudi Greig says the latest version represents another big step forward. “Every year we challenge ourselves to push Data Piñata further and this year represents a huge leap forward in both creativity and technology.
We’ve built on what players loved from previous years, bringing the location and time-based prize mechanics to life through the creative concepts of portals,
offering millions of ways to customise your own Piñata, and evolving gameplay to reward daily engagement.
It’s been a massive collaborative effort to create an experience that keeps players coming back, while making it easier for more Kiwis to get involved.”
Five years in, Data Piñata shows how a long-running creative platform can keep finding new tricks without losing the personality that made it work.
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