Bally Technologies
Bally Technologies

Bally Technologies is a leading supplier of global gaming products that drive revenue.

The Challenge

Bally Technologies was looking to promote their new “Hot Shot” slot machines. The new machines were progressive; they link to the same model in casinos across the country allowing the jackpot to grow almost exponentially, so the campaign needed to have a national reach.

The Solution

To promote the new machine, OneHum suggested using the Hot Shot slot machine’s prominent flame theme to link all of the elements together. The Hot Shot campaign was two-tiered. The promotion had to convince casino decision-makers to put the machines in their casinos and drive consumer traffic to the machines. To reach the decision-maker at the casino, we used a private-label bottle of hot sauce packaged in a firecracker tube. A few days after the promotion was sent, Bally Tech’s sales representatives followed up with the recipients. To drive the consumer market, the Hot Shot machines were introduced in several ways. Consumers were invited to casino nights where they tried out the new machines. Other promotions included the creation of more than 100,000 mini hot sauce bottles with the same custom-designed labels featured on the decision maker’s giveaway, 60,000 t-shirts, and 100,000 custom boxes of red hot mints.

The campaign was an enormous success. Bally Tech’s Hot Shot machines received placement in casinos throughout the country. Consumers flocked to the new machines and enjoyed the rolling jackpot.