Bally’s Atlantic City
Pass Go! Collect $200
Bally’s Atlantic City had a problem after Labor Day each year. They weren’t driving the normal foot traffic into the casinos from the beach and tourists who had begun going “back to routine”.
In response to this challenge, I created a robust program that used one of Bally’s most underutilized properties they had rights to — Monopoly.
The idea was simple and effective because consumers knew the phrase very well, “Pass Go! Collect $200!”
We encouraged potential consumers to simply walk inside and “Pass GO!” where they had a chance to instantly win $200. Each person received $20 to gamble and collect game pieces through out the casino with a shot at $500,000.
Promotion description banners using Uncle Milburn Pennybags or "Mr. Monopoly"
We created a life-size Monopoly board right in front of Bally's on the Boardwalk in Atlantic City
Me on the day we unveiled the promotion.
A write up of the promotion in USA Today
...it inspired Bally's to create machines that brought back the Monopoly game.
Beat The Heat
To help Bally’s stand out in the summertime, I created a simple program that attracted a 75% increase in foot traffic the first week of the promotion.
When the temperature outside exceeds 72 degrees, the first 1,000 people who insert their players club card into a slot machine after the "official" temperature is read at 3 p.m. will win $1 in free slot play for every degree above $72, with a minimum of $5 per person guaranteed.
Select patrons won the chance to win the exact temperature in slot play (80 degrees = $80)
