At the Global Gaming Expo [G2E], an international casino gaming trade show, Aristocrat unveils its highly anticipated Tim McGraw slot game to the event’s 26,000 attendees with a dramatic ceiling reveal. To create pre-activation hype, the brand unleashed a sea of Tim McGraw look-alikes throughout the expo. A troupe of male dancers performed a routine to McGraw’s upbeat hit “Truck Yeah” to signal the “wow” moment—a platform lowers from the top of the convention center carrying the brand new Tim McGraw machine along with the country music star himself, in the flesh. When the platform reaches ground level atop a small stage built into Aristocrat’s booth, McGraw is met with the brand’s leadership team and a roaring crowd. A first-of-its-kind moment in G2E history, the bold stunt got the entire show floor buzzing.
Aristocrat offers additional touchpoints to draw the casino operators in attendance. A virtual reality experience produced in partnership with HBO helps the brand promote its Game of Thrones product, while two performances of traditional Chinese lion and dragon dances help hype its Dragon Link game. Sprawling LED screens, myriad gaming stations and sleek, private workspaces for networking are also part of the mix.