Mall of America Ad Campaign Wins EFFIE Award in New York City

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Mall of America and Minneapolis ad agency, Preston Kelly, receive bronze EFFIE Award.

Our challenge was to convince bored, eye-rolling teens that the park was no longer just for toddlers and elementary school kids but a cool place to hangout.

Effie Worldwide has announced that Mall of America and its advertising agency, Preston Kelly, received a bronze Effie to recognize the 2011 Scream Collector campaign created for the Mall of America amusement park, Nickelodeon Universe. It was awarded at the 44th annual Effie Awards Gala in New York on Wednesday.

The Effie Awards are regarded by advertisers and agencies globally as the preeminent award in the industry. They recognize any and all forms of marketing communications that contribute to a brand’s success.

“Our challenge was to convince bored, eye-rolling teens that the park was no longer just for toddlers and elementary school kids but a cool place to hangout,” says Stacy Hintermeister, Vice President and Account Director at Preston Kelly. “We clearly needed to improve the overall “OMG” factor of the park.”

Known for its Iconic Ideas, Preston Kelly created an iconic figure known as The Scream Collector who works at Nickelodeon Universe and collects screams from adventure –seeking riders on the new thrill rides and attractions. Television, radio, billboards, Facebook, Twitter, online ads, mobile, POP, video and events were all used to drive results for the campaign. Every campaign goal was exceeded, which included increases in ridership, revenue, and Scream Chaser passes.

"We incorporated the Scream Collector campaign throughout the amusement park from flash mobs done by our entertainment team to Scream Session events allowing our audience to interact with the campaign on-site," says Jennifer Lauerman, director of marketing for Nickelodeon Universe. "Our audience even had the opportunity to experience rides prior to visiting the park with the virtual online experience."

About Preston Kelly
Preston Kelly is a full-service, independent agency that creates Iconic Ideas for its clients, which spans the financial services, healthcare, insurance, restaurant, consumer packaged goods, outdoor recreation, retail and gaming categories. In addition to being selected as Advertising Age’s Midwest Small Agency of the Year in 2010, Preston Kelly won top honors in the 2011 The Art and Technique of the American Commercial Show, sponsored by the Association of Independent Commercial Producers. The agency also earned recognition for Integrated Campaign of the Year in the 2010 Radio Mercury Awards. In the last six years, the agency has won several Effies—a top marketing award that champions outstanding results. Preston Kelly is a member of Worldwide Partners, the world’s largest network of independent marketing and communications firms. To learn more about Preston Kelly, visit, become a fan on Facebook at or join the conversation on Twitter at You can also read our musings on the latest trends in advertising at

About Mall of America
Located in Bloomington, MN, the Mall of America is a leader in retail, entertainment and attractions for both national and international tourists alike. The Mall is also home to more than 520 stores, 400 events, 25 rides and attractions, making it a destination for the entire family.    

About EFFIE Worldwide
Founded in 1968 by the American Marketing Association, EFFIE worldwide recognizes the most effective advertising efforts in the United States each year. Through conferences, judging discussions and briefs, progressive advertising information is shared between professionals in the field and all other interested parties. Effie recognizes that the world of advertising is in constant transformation and is a strong force to educate and encourage effectiveness among the marketing communications industry.

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