2degrees Data Hunt
2degrees Data Hunt
How do you create a cut-through summer campaign for 2degrees that drives customer engagement and a strong message around network reliability?
Customer Journey design
UX research & design
UI Visual design
React Native development
2017 Best Design Awards finalists
2017 Gold Axis Award
2017 3 Silver Axis Awards
2017 7 Bronze Axis Awards
2017 Gold Effie
2017 TVNZ Marketing Awards winners
#1 on AppStore
#1 on Google Play
What we delivered.
Partnering with Special Group, we turned the entire country into a game and allowed kiwis to go hunting for data.
We dropped 200 million MBs of mobile data all over New Zealand and made an interactive, GPS based, augmented reality (AR) mobile app to help people collect it.
Over 1,400 ‘Data Pin’ GPS locations were scattered all over the country. 2degrees were able to carefully select and self-manage these locations directly in SilverStripe, the CMS platform we integrated for them in 2015.
Each location had a live-time data value of up to 1GB, which proved to be a summer phenomenon.
How did it work?
Using the interactive map, players could find pins throughout the country and collect a randomised data prize by spinning the 2degrees location pin.
Data would instantly be applied to their account, or if they weren’t a 2degrees customer, it would be stored against their account and only usable if they ported over to the 2degrees network. Players could also take a selfie and share their winnings on social.
Our direct connection into the 2degrees’ core network enabled instant authentication, allocation of data, SMS notifications and push notifications.
An incredible 201,000 people (double the stretch target) downloaded the app, rocketing it to number one position on both the App Store and Google Play. The game itself was played more than five million times.
It created vital cut through in a busy retail period, reducing churn, and built credibility as a network provider.
What’s more, the game was attracting the right kind of players—big data users with higher than average monthly spends. In other words, high value customers.
#1 on App Store and Google Play