Welcome To The Piñata-verse
When every telco's giving away free data, how do you do it differently?
You let people smash it out of a digital piñata. Obviously.
The Data Piñata is a mobile experience we created for 2degrees, where people could get free mobile data every single day by using AR to find piñatas.
Different piñatas appeared in different locations, times and weather events for people to find and collect for even more data.
Over the next 4 years, the game grew larger and more elaborate. With last year’s Data Piñata Battle letting people build their own piñatas and battle against their mates for free data.
The Data Piñata became an institution. With plushies made, Reddit conspiracies hatched, fan-made mâché sculptures and 1 in 5 Kiwis giving it a whack.
Last year we gave the game it’s biggest iteration, The Data Piñata Battle.
Letting people create their own piñata, collect bespoke armour for them, and battle against their mates for data.
Credits
AD Mark Cameron
CCO Shane Bradnick
3D Blair Walker, Arkadi Kravtchouk, Jeorg Fuchs
Results
9.4 million plays over 4 years
540, 000 customers converted
12,000 days worth of data given away
Recognition
Bestadsontv.com: Top 5 Interactive Campaigns 2024
Webby Awards: Advertising Game or App 2026 Honour Roll
AXIS Awards: Bronze Digital Copywriting
AXIS Awards: Bronze Direct Campaign