2degrees and TBWA\New Zealand, an Omnicom Oceania agency, have launched Data Piñata 5: Data Piñataverse.
Data Piñata is the latest instalment of the telco’s annual summer game and promotional campaign, rewarding customers with data and prizes.
Now in its fifth year, the campaign sees Paulie the Piñata return with a new gaming experience, more than a million outfit combinations and chances to win a share of 800 years of data.
Other prizes come from Samsung, The Warehouse, Auckland FC and Tank, among others.
2degrees says: “At the centre of this year’s game is a new storyline that sees portals from the Data Piñataverse opening across Aotearoa and beyond. There’s just one issue – portalling piñatas lose all their swag! It’s up to players to re-pimp the piñatas and help them get their drip back.”
Giving customers real value
Developed once again by Digital Arts Network, the game challenges players to whack their way through to collect all 225 wearable items. Players can then use their finds to customise their own piñata.
Non-2degrees customers can get involved this year too, with the option to switch to 2degrees to unlock their winnings.
Together with media partner OMD New Zealand, this year’s edition includes a large-scale mural installation on Auckland’s High Street through Shout Media.
Dave Pearce, GM marketing at 2degrees, 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.”
A genuine franchise
Shane Bradnick, chief creative officer at TBWA\New Zealand, says: “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 Piñata 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.”
Trudi Greig, director at Digital Arts Network, adds: “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.”
The campaign rolls out over television, online video, radio, social, digital and OOH.
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