Comic-Con is an international three-day convention where tens of thousands converge to celebrate their passion for all things sci-fi and fantasy. So this was the perfect setting for Nickelodeon to re-launch the Teenage Mutant Ninja Turtles franchise.

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, we gave our fans at the convention the ability to do just that: To become part of the story of the age old war between the Turtles and the Foot.

And seeing that Comic-Con is about swag, exclusive content and meeting celebrities, we took those behaviors and transformed them into missions for a mobile game: Turtles Vs. Foot.

By visiting TurtleVsFoot.com on their mobile devices, players chose a side and declared their via Facebook and Twitter, which earned points for their team.

After receiving a voice message from either Master Splinter or The Shredder, players had to execute the missions, which ranged from collecting swag to unlocking exclusive show trailers, and post their successes on their social networks. Players could also hang out with the stars of the show, including Sean Astin and Jason Biggs.

The action was followed on a leaderboard, which also acted as a live social feed for trash talking.

An elite few walked away with coveted pieces of memorabilia from the private collection of Kevin Eastman, the Turtles co-creator.

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