Nickelodeon Universe: Scream Collector – We want your scream

Category: Travel/Tourism/Destination
Brand/Client: Nickelodeon Universe
Lead Agency: Preston Kelly

Strategic Challenge

Spoiler alert: it's a tough time to be a Mall. Consumers today have fewer dollars to spend on entertainment. The 2011 Discretionary Spend Report says over half of us have less than $10,000 to spend each year on entertainment, education, personal care, clothing and furniture combined, (source: Experian Simmons, 2011)

With the price of gas rising, Mall of America (MOA) and its primary entertainment attraction—an indoor theme park, Nickelodeon Universe—faced a distinct challenge: how to continue to attract a financially wary base of locals and tourists within a 400-mile radius of the Twin Cities? Folks who could easily find closer options for their shrinking entertainment dollars.

Adding to the mix, MOA was 20 years old, and our research showed that many who might have considered the indoor amusement park had a "been there, done that" attitude. The rides were ok for toddlers and elementary kids but teens and tweens summed them up in one word: "fail." (source: MOA Teen Board, 2010)