Yes, it's a VIP reward. You can get them from the skill shot and other ways. It's cool in that it gives you a shot in your active mode. Lots of ways to exploit depending on mode. For instance, in Rock n Roll train, trap the ball on the right flip, hit the VIP/ fire button (which awards you the left ramp), then backhand the right ramp for combo to light the jackpots. Can also use it to exploit the bell multiplier if running Hells Bells!
Really cool feature.