Nickelodeon Universe is the indoor theme park at Mall of America drawing more than 40 million visitors a year — more than the entire city of Las Vegas. But even with some exciting new rides, the numbers of the profitable teen audience — and their chauffeurs, aka parents —were in decline. Teens had a “been there, done that” attitude.

We knew teens were always looking for experiences to share socially, so we needed to give them a good reason to hit the mall again by demonstrating the amped-up intensity and memorability of the new rides. Enter the anti-hero Scream Collector — a screamologist grumpily working in his lab high above the mall with his hapless interns, collecting the screams of thrill-seeking teens instantly uploading their screams to digital billboards and social feeds.

19% increase in revenue over the prior year.

24,000 Scream Chaser passes were sold in 2 months, a Nick Universe record.

Facebook fan base grew by 13% in the campaign’s first 10 days.