It isn’t a party until you get to smash the piñata, and 2degrees is swinging its way towards Christmas with its giant, and completely bonkers AR data piñata in a new campaign via TBWANew Zealand.
New Zealanders get to find it, whack it, and win up to 200,000 days’ worth of free data.
To play people simply visit datapinata.nz, which uses AR technology to turn their mobile into a virtual piñata game. With a range of ‘whackers’ to choose from – either a Nuke-Lele, Pan-Demonium or the Mallet of Malice – they can whack Paulie the 2degrees data piñata to win free data.
Renowned Netherlands 3D character specialist Eva Cremers, who has created work for global brands including Nike, Mini and Amazon partnered with TBWANew Zealand’s head of
post production Blair Walker, to bring Paulie the giant pink data piñata to life.
Says Shane Bradnick chief creative officer, TBWANZ: “The silly season is upon us, and there’s nothing sillier than a piñata full of data. The 2degrees Data Piñata is the perfect antidote to the traditional Christmas retail promotion, and a great way to relieve some stress after a long year.”
Says Dave Pearce, general manager marketing, 2degrees: “We wanted a bit of fun for our summer promotion and we love the way TBWA took a retail, data-led mobile brief and turned it into such a fun activation.
“You can play Data Piñata as a guest, but the real rewards come when you become a 2degrees customer – and after a week in market, it’s already smashed our visitor numbers.”
Paulie the Data Piñata will appear on TV, radio, digital, social, in store, and in-mall.
You can play the game as a guest or 2degrees customer by heading to www.datapinata.nz on your mobile phone.
Agency: TBWANew Zealand
Production & Animation: TBWABolt
Character Design: Eva Cremers
AR Experience: Unbound
Media Agency: OMD