Nickelodeon: TURTLES VS FOOT

Credits & Description:

Advertiser: NICKELODEON
Agency: TRIBAL
Category: Best Use of Games
Advertising campaign: TURTLES VS FOOT
Executive Creative Director: Chris Ferguson (Tribal)
Business Director: Heather Stuckey (Tribal)
Associate Creative Director/Copywriter: Hunter Simms (Tribal)
Associate Creative Director/Art Director/Designer: Josh McGuire (Tribal)
Designer/Illustrator: Kevin Dutra (Tribal)
Executive Creative Director: Kinney Edwards (Tribal)
Chairman: Richard Guest (Tribal)
Chief Creative Officer: Rob Rasmussen (Tribal)
Senior Information Architect: Sandra Lloyd (Tribal)
User Experience Director: Vincent Higgins (Tribal)
Client: Jack Daley (Tribal)
Interactive Designer: James Hu (Tribal)

Implementation
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.

Outcome
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.

Client Brief Or Objective
Nickelodeon wanted to re-launch the Teenage Mutant Ninja Turtles franchise by leveraging their super fans to spread the word.

Relevancy
TMNT fans have always identified with one of the characters from the show. Since nowhere in the world is the desire to become your favorite character more evident than at Comic-Con, and the fact that our target loves gaming, we created a mobile game that would actually give fans the power to become a character and play out the story of the age old war between the Turtles and the Foot that they know and love.