2degrees Data Piñata

Objective

2degrees, a New Zealand telecommunications provider, launched the Data Piñata campaign to drive customer acquisition and engagement during the summer season. The campaign offered mobile gamers the opportunity to earn mobile data rewards by playing an interactive game—converting entertainment into a competitive incentive for switching to or staying with 2degrees.

Solution

A mobile game where players create and customize digital piñatas (with names, colors, armor), challenge friends to piñata battles, and earn daily data prizes. 2degrees customers claim rewards instantly; non-customers accumulate rewards and redeem all data plus a 7.5GB bonus when they switch to 2degrees. The game ran across mobile, digital, out-of-home, and social media, developed by Digital Arts Network with creative by TBWA NZ. Major partners included Samsung, The Warehouse, and Auckland FC.

Results

The brand committed to giving away up to 800 years of accumulated mobile data. Historically, 3 million piñatas were whacked with more than 280,000 unique winners earning over 4 million hours of data distributed.