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Hessprint Graphics’ client, Bally Technologies, a leading supplier of gaming products, 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.
During the consultation phase, Hessprint Graphics delved deep into understanding Bally Technologies’ objectives and target audience. They analyzed the unique features of the Hot Shot slot machine, particularly its eye-catching flame theme, which became the central element of the campaign. Hessprint Graphics’ team of experts brainstormed innovative ways to effectively connect with both casino decision-makers and consumers, aiming to generate excitement and drive traffic to the machines.
To promote the new machine, Hessprint Graphics 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, Hessprint Graphics 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.
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