2degrees and TBWA\NZ launch Data Piñata Armada

2degrees and TBWA\NZ have teamed up once again to bring back Paulie the giant AR Data Piñata and this time he’s brought some friends.

With 800 years of free data and Samsung prizes to give away in the lead up to Christmas, 2degrees has called for reinforcements and formed the ridiculously large 2degrees Data Piñata Armada.

To play the game people can visit datapinata.nz, which uses AR technology to turn their mobile into a virtual piñata game and whack the Data Piñata Armada to win free data and prizes. The Armada can be found nationwide, and TBWA\NZ is using geolocation and weather integration technology to serve responsive piñatas at different times, locations, and conditions.

If you’re around a coastline you could be served the pirate piñata ‘Data Pinarrrtarrr’, if you’re at a sports ground you may catch ‘Spectata Piñata’ in action, if it rains you may get ‘Jack the Dripper’, and on especially clear nights keep an eye out for ‘Fuzz Aldrin’.

Dave Pearce, General Manager Marketing, 2degrees says: “After the huge success of Data Piñata last year it was a no brainer to bring Paulie back. New Zealanders loved the campaign so much they were asking us for a sequel – so Paulie is back by popular demand and bringing some buddies along for the ride.”

“Giving away data is a popular but well-trodden path over summer, so you have to do it in an unexpected, disruptive way. This is retail, made bonkers. We are giving our customers what they want – even more data, some seriously awesome prizes, and a wildly fun way to win them while they are out and about this summer.”

Shane Bradnick, Chief Creative Officer, TBWA\NZ says: “With 800 years’ worth of free data, there are over 20 characters to collect – all holding different data and prizes. We worked with the super talented Blair Walker, our Motion Design lead, the talented character designer Eva Cremers and the crew at Unbound to create an Armada of epic mates for Paulie – so it’s Data Piñata Armada game on.”

“From ‘Jack the Dripper’ to ‘Rude Dolph’, from Data-Angelo’ to ‘Sparta Piñata’ these different characters appear all over New Zealand and pop up at different times of day, geolocated locations and in different weather conditions so it will be a wild ride to track them down and win. We are encouraging people to share tips and tricks around the characters they find, and a few lucky winners will get a free month of data, while others will get Samsung swag.”

You can play the game as a guest or 2degrees customer by heading to datapinata.nz on your mobile phone.

The 2degrees Data Piñata Armada will appear on TV, radio, outdoor, digital, social, in store, in-mall, and selected stores will have a range of Data Piñata Armada plush toys available from mid-December.


Client: 2degrees

GM Marketing: Dave Pearce

Marketing Manager: Alessandra Nixon

Campaign Manager: Vikram Bhatia

Agency: TBWA\NZ

Animation: TBWA\NZ

UI Design: Digital Arts Network

AR/Development: Unbound

Music and Audio Post: Liquid Studios

Character Design: Eva Cremers (original) Blair Walker & Arkadi Kravtchouk (adapts)

Media: OMD

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