Data Piñata Game Design
2degrees
Overview
As part of TBWA’s wider 2degrees campaign, Digital Arts Network was tasked with designing the digital experience for Data Piñata, a mobile-first activation that turned free data into an interactive reward.
The Context
In the New Zealand telco market, free data is a standard incentive, but it rarely creates true brand engagement. 2degrees, with TBWA, set out to break that mould with a bold idea: transform passive rewards into active entertainment.
Our challenge was to translate this into a digital product that didn’t just deliver utility, but amplified brand personality and user delight.
The Approach and Outcome
We crafted a mobile-first digital experience where smashing virtual piñatas earned real data. The design needed to be quick to understand, fun to use, and rewarding enough to keep users coming back.
