During Comic-Con 2013, LEGO employees randomly passed out 100 Azog minifigures to convention attendees. This makes it the hardest SDCC exclusive to attain this year.
Fortunately, it’s been confirmed that Azog will be appearing in the upcoming Fall 2013 LEGO Hobbit sets. However, the upcoming minifigure will be whiter and paler than the SDCC edition.
If you can’t wait and want the SDCC version, he’s available for a premium on eBay.