This story first appeared in PKN Packaging News.
For proof that smart packaging is gaining traction, look no further than the second iteration of Hungry Jack's UNO campaign rolling out in Australia this week, in a project delivered once again by Result Group, and supported by partners EVRYTHNG, MCC, Detpak, and TLC Marketing.
For those unfamiliar with the original project, you can read the full story here, and here's a quick recap:
In a triumph for smart packaging, flexo and digital printing, and promotional marketing, last year Hungry Jack's launched its biggest ever on-pack promotion – UNO at Hungry Jack's – delivered by a cross-industry collaboration between the fast food chain, Result Group and their partners EVRYTHNG, TLC Marketing, Multi-color Corporation and Detpak.
Result Group was the project lead, managing the game development and packaging deployment. Hungry Jack’s UNO deployed a number of different complex gamification mechanisms and packaging technologies to create an enticing and highly engaging experience for customers.
And now, in Hungry Jack's UNO 2, the smart packaging element has taken a big step up with labels digitally linked to the Hungry Jack's App. Gamification has expanded with seamless links to the Hungry Jack's online world directly from the label with more ways to win also introduced. QR codes feature strongly – all 'Instant Win' prizes are now QR code based for redemption, and the 'Second Chance' draw entry is QR code based for easier participation.
The prize pool has increased from $87 Million in 2021 to over $140 million this year. There is a new 'Collect to Win' instant cash prize element of 10 x $10K, $100K in total, again QR code based, and “stashable” in the Hungry Jack's App for collection over time. Food prizes can be collected over the counter and are also stashable in the App for later consumer redemption across the counter.
This year, the seamless increase of gamification and redemption was delivered by Result using the EVRYTHNG Product Cloud. This enables all the elements of the game to be connected as one and have a single “source of truth” for all prize levels and partners. The interaction with the Hungry Jack's App happens in real time in the consumer's hands and the rates of performance of redemption, stashing and all levels of consumer engagement are measured and displayed in the Hungry Jack's marketing and management team dashboard.
The range of participating products has expanded to include desserts and coffee as well as drinks and fries as per the 2021 programme.
PKN asked Michael Dossor, GM of Result Group, the company that has developed, managed and deployed the project, to comment on this rollout.
"Innovating and seeing it go live the first time was something special, but a true innovation mindset and culture never stops," said Dossor.
"Seeing Hungry Jacks UNO 2 on-pack promotion, arguably the biggest active and intelligent packaging project undertaken in Australia, go live for a second time bigger and better than the first time around is something we are very excited about.
"I am extremely proud of the Result Group team, our project partners MCC, Detpak, and TLC and of course grateful to Hungry Jack's for trusting us with its brand for a second time."
Result Group will have samples of the labels and machinery used (Herma labellers) on display at AUSPACK, 17-20 May in Melbourne, on stand B205.
