Viacom?s Nickelodeon has launched its first worldwide mobile application that capitalizes on the popular Teenage Mutant Ninja Turtles franchise.

The Teenage Mutant Ninja Turtles: Rooftop Run  is a mobile game that lets players battle their way through levels to save New York. The app is paid and also uses in-app purchases to elevate the experience for consumers.

"Kids are multiplatform consumers of content ? they move back and forth between screens seamlessly, taking multitasking to new heights," said Steve Youngwood, executive vice president and general manager at Nickelodeon Digital, New York.

"They expect more than just what?s presented to them on the television screen," he said.

"Nickelodeon innovated TV by being the first network for kids, and we innovate every day on the Web, through online and tech apps to keep our dialogue and relationship to the audience going."

Nickelodeon?s Teenage Mutant Ninja Turtles premiered in September on the network, bringing in 12 million viewers its first weekend. Nickelodeon claims to be the No. 1 entertainment brand for children with television services that reach 100 million consumers in the United States.

Game on mobile
The Teenage Mutant Ninja Turtles: Rooftop Run  iPhone, iPod touch and iPad app is $1.99 and available in more than 150 countries and eight languages.

The app includes 3D graphics and scenes from the Teenage Mutant Ninja Turtles animated series.

Users pick a character ? Leonardo, Michelangelo, Donatello or Raphael ? to play the game.

Through a series of challenges, players compete to save New York from the series? supervillan ? the Kraang.

To keep the Kraang away, players must collect energy orbs that are stored in an Energy Meter.

The game shifts into a combat mode called Turtle Time when the Energy Meter is full and lets users play in slow motion to strike enemies in a fight sequence, which is used to collect coins.

As players complete levels, they earn points that can be redeemed for game upgrades such as weapons, gear and power-ups.

Game upgrades can be bought via coins or through in-app purchases that are linked to the player?s iTunes account.

Target audience
Marketers are increasingly rolling out tablet initiatives that are geared towards children.

For example, PBS recently rolled out its first parent-facing application as part of a bigger initiative called It All Adds Up, which aims to boost math and literacy learning at home (see story).

Given Nickelodeon?s strong reputation with parents and children, the network?s affiliation to the app could give it a boost in engagement and downloads from users.

In 2009, Nickelodeon launched a mobile version of its AddictingGames brand with an iPhone app (see story).

"We will continue to develop programs and experiences for our audiences, and mobile will continue to strengthen the Nick brand," Mr. Youngwood said.

"For example, we recently launched the Nick App," he said. "The app is a new platform for Nick?a free, stand-alone experience that brings to life the networks? core attributes of fun and funny to the iPad."
 
"The Nick App offers a deeper, more original content experience than any other TV Everywhere App available for kids. The App?s design and functionality conveys Nick?s brand attributes. It?s a creative sandbox with short-form content that has the potential to spin-off into long-form IP. We continue to program the app, offering new content every day."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York