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

Results: The campaign prompted 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, a Nick U record.