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The Breakdown
2degrees · Data Piñataverse (Data Piñata 5)
2degrees turned five years of a Christmas promotion into a whole universe
Instead of retiring Data Piñata or just repeating it, 2degrees pushed the format further again: a bigger game, a seven-night mural and a storyline about piñata outfits scattering across the country.
4 min readOur analysis and study notes, not news reporting
The TL;DR (too long; didn't read)
- 2degrees launched 'Data Piñataverse', the fifth year of its Data Piñata franchise, created by TBWA New Zealand with game design and development by Digital Arts Network and media by OMD New Zealand.
- Players collect all 225 unique wearable items (over a million possible outfit combinations) to restore piñatas that have lost their outfits after portals opened across New Zealand, with 800 years of data and prizes from partners like Samsung, The Warehouse, Auckland FC and Tank up for grabs; non-customers can play and then switch to claim winnings.
- It runs across TV, online video, radio, social, digital and OOH (out-of-home advertising), including a mural built over seven nights on Auckland's High Street, with no sign-up, play or sales figures reported yet.
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A promotion that became a franchise
Running the same format for a fifth year, rather than a fresh campaign idea each summer, only works if people have come to recognise and expect it, the way a TV show builds an audience across seasons.
Each year adding more (more items, more combinations, a new storyline about piñataverse portals) gives returning players a reason to come back rather than feeling like a repeat.
Read the original reporting
- 2degrees tears open the Data Piñataverse with biggest game to date via TBWA New Zealand ↗
Campaign Brief · 10 Nov 2026