AMF Bowling wanted to drive incremental revenue for the amusement/arcade games division by providing a value-added incentive to customers when they bulk purchase game tokens. They needed “something” to entice consumers to purchase more tokens and wanted a fun and compelling branded collectible item to suit their target market (children and teens).
We proposed a high-quality, “life-size” bowling pin that would house the games tokens and could also used as a money box. The product launch was in February 2009 and lasted for a one year period. The promotion took place in over 45 AMF centre’s across Australia. The promotion generated over $560,000 total incremental value in the first year and AMF Bowling received very positive feedback from customers. A similar product promotion followed later, with a glow-in-the-dark moneybox.
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