Using Augmented Reality to boost mobile data usage

To celebrate the summer in New Zealand, we introduced Paulie, the Data Piñata, a giant, and completely bonkers AR data piñata that New Zealanders got to find and whack in order to win up to 200,000 days' worth of free data. Paulie the Data Piñata appeared on TV, radio, digital, and social.

The launch video drove 2degrees customers to an augmented reality experience where, each day, they could whack Paulie for a chance to win free data.

RESULTS

Over the course of the campaign, we have given away 1 million hours of data with Data Piñata! The campaign is off to a *smashing* start, we’ve had 156K unique customers play, 681K Piñatas whacked and the daily new average of registrations in Data Clock was 909.