Kids don’t want warm and fuzzy at amusement parks—they want the bejesus scared out of them. We created the Scream Collector for Nickelodeon Universe, a quirky dude with an office at the Mall of America (MOA), who, with the help of interns, collects terrified screams from riders and studies them. The campaign extended into real-time social media and OOH posts taken from rides, a scream-o-meter, and interactive events at MOA.

Results: The campaign drove a 19% increase in revenue over the previous year. The Facebook fan base grew by 13% in the first 10 days, and 24,000 Scream Collector passes were sold in 2 months—setting a Nick U record.