WE All scream for screams | NICKELODEON UNIVERSE

Nickelodeon Universe had new rides that could terrify anyone. But most people still thought it was just for little kids.

So we built a new campaign with a brand mascot—The Scream Collector—and his showcased his experiments in an emerging science: screamology. It led to double-digit revenue growth, and was even localized for use internationally by theme parks in the same ownership group.

SCREAMPOSTING

We blasted pictures from the on-ride cameras to digital outdoor boards in pretty-close-to-real time. This, of course, led to all kinds of social media posting.

THE SCREAM COLLECTOR

We showed off our experiments in screamology with broadcast TV and digital video.

WE ALL SCREAM FOR SCREAMS

We rebranded park passes, recreated annual events, recruited interns, and more.

CONCLUSIONS

The campaign drove a 19% increase in revenue, picked up several awards, and solidified Nickelodeon Universe as a place to seek real thrills. The creative was picked up for international use with new voiceover and ride footage.

FULL CIRCLE MOMENT

I worked at this theme park operating rides years before I worked on this campaign. Total coincidence. But I can tell you all about ferris wheels.