For this Halloween campaign, we chose trick over treat and warned the faint-hearted to stay away from Gröna Lund. It was just way too scary. So scary, in fact, that we even suggested kids visit a much kinder and gentler amusement park on the west coast – Liseberg, its biggest competitor.

So, did it work? No. People came anyway and Gröna Lund broke its all-time record for tickets sold.