We created a mobile game that transformed key behaviors of Comic-Con visitors (such as the desire to collect swag, get exclusive content and meet celebrities) into gaming missions. Further, we required each player share the missions on their social networks in order to complete them, thus spreading the message virally.

After the three days of Comic-Con, the mobile site had well over a quarter million visits; over 30,000 missions were completed; and TMNT coverage received 1.3m impressions on Facebook. All leading to amassing an army of fans months before the show even aired.