Case Study

Nickelodeon Universe

Case Study

Nickelodeon Universe

Can we be relevant again with bored teens?

Nickelodeon Universe is the indoor theme park at Mall of America and helps draw over 37-million visitors a year – more than the entire city of Las Vegas.


Even with really good rides, the profitable teen audience was avoiding Nick Universe, still associating it with its diaper-crowd predecessor, Camp Snoopy. Teens were looking for LMAO experiences to share with friends.


Give teens a good reason to hit the mall again by demonstrating the amped-up intensity and memorability of the new rides.


Screaming is good. Good Brand Index for Nick Universe showed the more teens screamed, the better they liked it. Enter our anti-hero, the Scream Collector. This screamologist lurks in his lab high above the mall with his team of interns collecting the screams of unsuspecting teens.


  • Revenue soared almost 19% over prior year.
  • 24,000 Scream Chaser passes were sold in 2 months, a Nick Universe record.
  • Facebook fanbase grew by 13% in the first 10 days.
Preston Kelly
222 First Avenue NE
Minneapolis, MN 55413
T: 612.843.4000
F: 612.399.9970
Park free against the back of our building in the 2-story garage. Look for the black PK signs. Ring the bell to the right of the back door.
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