The Peak Fear Experiment

Medal Won

• 🥇 GOLD – Publishing, Entertainment, Media, and Sports

Campaign Overview

Liseberg, the largest amusement park in the Nordic region, sought to redefine itself as a year-round destination and position itself as a global leader in entertainment. To achieve this, it partnered with The Recreational Fear Lab at Aarhus University to create The Peak Fear Experiment, an event designed to explore whether fear can be good for you.

The experiment invited two participants to face their worst nightmares in a custom-designed horror experience while scientists collected data to uncover the “sweet spot of fear,” where scary fun transitions into pure fright. The campaign generated global intrigue and provided valuable insights for Liseberg to enhance its future attractions.

Creative Concept

The experiment was rooted in cutting-edge scientific research and packaged as a thrilling entertainment experience:

• Scientific Collaboration: Partnered with researchers to explore the health and psychological benefits of controlled fear.
• Custom Fear Experiences: Designed personalized horror scenarios tailored to the participants’ deepest fears.
• Global Audience Appeal: Positioned the event as a groundbreaking scientific study that also pushed the boundaries of entertainment.

Execution Strategy

1. Call for Participants: Launched a global search for two brave participants, generating 1,600 applications from 22 countries.
2. Live Event: Held the experiment on October 11th, inviting journalists from outlets like BBC, Al Jazeera, and AFP for live coverage.
3. Data and Insights: Collected real-time data during the experiment and compiled findings into a scientific report, later shared with the media.
4. Documentary Release: Produced a documentary to capture the experiment’s impact and results, amplifying the campaign’s reach.

Impact and Results

The campaign delivered extraordinary results:

• 261 publications in 26 countries.
• Potential reach of over 837 million people globally.
• $15M estimated ad value and $100M estimated PR value.
• Significant new scientific insights about fear and enjoyment, enhancing Liseberg’s ability to design cutting-edge attractions.

Why It Worked

By blending science, storytelling, and entertainment, The Peak Fear Experiment captivated audiences worldwide. Its innovative approach and cultural relevance not only elevated Liseberg’s brand but also provided actionable insights for developing immersive, fear-driven experiences that resonate with thrill-seekers globally.