To help reach people over summer, 2degrees launched Data Hunt, an innovative app using interactive GPS mapping and live augmented reality.

Data Hunt used a simple and clean user interface allowing Kiwis to find and collect free mobile data all over the country. With over 200,000,000MB of data and 1700 data spots to collect from, it became a summer phenomenon. People were driving, walking and exploring thousands of kilometres to get data which was instantly added to customers accounts once collected. Pins were collected via a live Augmented Reality view where players would spin the pin to reveal a data value.  Players could collect pins from 30MB right through to 1GB, bonus Gold pins were added for limited times to give huge data values. Users could also snap and share a unique image of their Data Pin they just caught to add a social aspect to the game.

Data Hunt was launched on 12th November and ran until Feb 7th. It was free to download app available on the App store (iOS) and Google Play (Android). To encourage downloads a supporting campaign included online video, digital out of home, digital display advertising and social media content.

Data Hunt was the best campaign for customer engagement in 2degrees history.

202,364 app downloads with 92% active users, not bad for a country of 4.5 million people.

#1 in App Store and #1 in Google Play for sustained 3 weeks from launch.

Over 5,100,000 sessions/plays – average session time 3:47 minutes.

It also proved to be a powerful acquisition tool with 45,517 users from other networks playing.