TBWA\NZ Expands 2degrees Brand Platform, Data Piñata

The iconic 2degrees ‘Data Piñata’ is back for its third year, and this time, the new campaign via TBWA\NZ gives people the chance to turn wherever they’re spending summer, into a free data party.

After nearly 10 million total plays, over 5 million hours of free data claimed, and more than a few Reddit conspiracies, TBWA\NZ is helping 2degrees double down on fun and connection by bringing Kiwis even more chances to win free data through its interactive, AR-powered piñatas.

New Zealanders will be invited to turn wherever they’re spending the holiday season into a Data Piñata Party. With 22 new party-piñatas scattered throughout the country, Kiwis can use AR to find them and claim free data. Each piñata comes with its own unique dance move and specific data prize, bringing the dance party experience to people’s phones.

“Every year we try to think of new ways to keep the Data Piñata fun in order to give back to our customers and make their 2degrees experience even more rewarding,” says Dave Pearce, general manager of marketing at 2degrees.

“This summer’s line-up is bigger and groovier than ever with more ways to engage, win and connect, with piñatas popping up in more places, from iconic outdoor spots to unexpected locations. It’s all about bringing people together and celebrating the spirit of summer because when it comes to the festive season, there’s no better way to celebrate than with free data and a good time.”

The new collection includes some fun twists and unexpected collaborations. For example, a special ‘Sammy Sung’ piñata offers Samsung prizes, while ‘Bargaiñata’ will be hiding at The Warehouse. There’s something for everyone, and the whole country is invited to join the fun.

The Data Piñata Party will be raising the roof in location-specific outdoor ads, on TikTok feeds, on the airwaves, and even Piñata Dance Cams at NZ Breakers games.

Shane Bradnick, chief creative officer at TBWA\NZ, commented, “This campaign just keeps getting bigger and more ridiculous every year, but people can’t get enough of it. We’ve seen such an awesome level of engagement from Kiwis on social media and Reddit, and it’s great to see how much fun people have playing and sharing their wins. This summer, it's Piniata party time again.”

Kiwis can head to datapinata.nz and play every day to collect free data.