The Overlord

Over 15 years ago, we were given a challenge: conjure up a concept powerful enough to become the lasting linchpin of Cedar Fair’s Halloween events across its entire system of parks. Not just a commercial, an idea. Something bold and big enough to launch an entirely new brand.

And so it was, in 2007, a 10,000-year-old being was born: The Overlord.

Client: Cedar Fair Amusement Parks
Scope: Themed Event / Integrated marketing campaign

Watch the Trailer

It’s hard to kill a monster

Due to The Overlord’s success in year one, he became a regular installment in future Halloween advertising. He even became a physical presence in several theme parks across the country.

A red statue of The Overlord wearing a flowing cloak, with her arms crossed and a stern expression, set against a matching red background.

Conjuring Results

The Overlord didn’t just summon monsters into Cedar Fair’s parks, he brought in guests by the thousands.

Additionally, the creation and sale of Overlord merchandise (posters, t-shirts, sweaters, toys) added 18% to incremental admission and food and beverage sales within the first year of its launch.

A bar graph with blood splatters and drips, indicating a violent or disturbing theme.

Attendance grew by 25%

Possessing The Radio Waves