Discovery Channel Debuts 'Dragons' Campaign

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The Discovery Channel broke an interactive ad campaign to promote "Dragons," a two-hour special March 20 using special effects to explore what the world would be like if these mythical fire-breathing creatures were real.


The three-week campaign from interactive shop Agency.com runs through the air date on Space.com, Nick.com, Neopets.com, About.com, IGN.com, RPG.net, Bonus.com and tvguide.com. Science fiction, dragon and fantasy fans ages 25-44 with children 6-11 are targeted.


Agency.com's New York office developed a dragon shadow that flies across the computer screen, followed by fire rushing into Flash and GIF banners with the broadcast information.


Visitors can download an application directly to their desktop for show trailers, images and screensavers. They can get updates with behind-the-scenes information, too. Also, Nick.com, Neopets and Bonus.com have built "Dragons" games for children.


The advertising adheres to the show's theme. The show will explore the physiology that would have let dragons fly and breathe fire, and also whether these creatures could have existed.


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