To launch Scream Queens at San Diego Comic-Con, I brought the show’s over-the-top horror-comedy energy to life through a bold, headline-making stunt at Petco Park. The centerpiece: a full-scale amusement ride experience featuring a 120-foot free-fall drop—transforming the series’ thrills into a physical, unforgettable fan experience.
Fans boarded the ride and had their real-time reactions captured mid-drop. The experience extended beyond the ride itself, layering in playful brand moments including free ice cream (“I Scream”), themed temporary tattoos, and a fully costumed brand ambassador team dressed as Kappa sorority girls and their boyfriends—designed and styled specifically for the activation to mirror the show’s iconic aesthetic.
As part of the official press tour, cast members Jamie Lee Curtis, Emma Roberts, Lea Michele, Keke Palmer, and Abigail Breslin stopped by the activation—and even rode the attraction themselves—creating organic buzz, press moments, and fan excitement throughout the weekend.
The result was a high-impact, fan-first activation that translated Scream Queens’ tone into a live experience—equal parts camp, chaos, and spectacle—cementing the show as a must-see moment at Comic-Con.