Discovery Channel Debuts 'Dragons' Campaign

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Riding on the Adobe Marketing Cloud, the Always-On Platform aims to unite all Publicis Agencies around delivering cross-channel efficiencies to clients.

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.