HUNGRY JACK’S UNO™ 2023 CAMPAIGN APPLIED DIGITALIZATION OF MILLIONS UNIQUE GAME PIECES TO ENHANCE CONSUMER ENGAGEMENT AND TRACEABILITY ACROSS AUSTRALIA
Antares Vision Group and Result Group managed the fast food leader Hungry Jack’s UNO™ 2023 campaign, the most advanced intelligent packaging campaign, deploying AV Group’s DIAMIND solution
Antares Vision Group has partnered with Result Group to manage Hungry Jack’s UNO™ 2023 campaign in Australia. Utilizing AV Group’s DIAMIND solution, they are managing millions of game pieces with unique digital identities and enhancing consumer engagement with the popular game.
Founded in 1971, Hungry Jack’s is the master Australian franchise of the Burger King Corporation and one of the country’s largest fast-food chains, with more than 440 restaurants. It has over 19,000 employees and serves 1.7 million people every week. Its successful UNO™ campaign began in 2021 and is now in its third iteration.
This is Antares Vision Group’s first collaboration with Melbourne-based Result Group, which supplies innovative equipment and materials that help Australian businesses improve efficiency in their manufacturing and distribution processes. Result Group has manufactured the game pieces for every Hungry Jack’s UNO™ campaign.
What does DIAMIND Solution do for the Hungry Jack’s UNO™ 2023 campaign?
AV Group’s DIAMIND solution generates and manages the unique digital identity for every game piece. It integrates with the digital printing of these “micro labels” and their application on food packaging, then commissions each to confirm its validity.
When a customer redeems a game piece through Hungry Jack’s app, website, or in-store at the point of sale, DIAMIND confirms that it is legitimate, decommissions the digital ID, and integrates with prize fulfillment systems to complete the customer experience.
Result Group produces the game pieces, which look and feel like actual UNO™ cards, with conventional flexographic and digital printing presses plus a specialized converting system to bring the pieces together. The latter uses digital technology that enables mass customization, such as altering text and graphics without stopping or slowing down the printing process.
Simon Jones, Antares Vision Group’s Business Development Director, said, “Making Hungry Jack’s UNO™ campaign a success is a triumph of interoperability, integrating all the back-end systems, the front-end applications, and providing secure data management for every game piece and redemption event. But beyond the technology, it was about people and partnership, with the Result Group and AV Group teams working tightly with Hungry Jack’s and its service providers to really deliver on this.”
“What our partnership is doing for Hungry Jack’s is a great showcase for interoperability and showing the world about getting platforms to talk and share information with each other,” said Michael Dossor, Group General Manager at Result Group. “It’s paramount to the whole traceability story. Every one of those 17 million UNO™ game pieces is being tracked individually right through the supply chain. AV Group’s DIAMIND Enterprise solution is enabling expanded possibilities, enhanced interaction with customers through interoperability, and has improved the game overall.”