To promote Animal Planet’s television special, "Dragons", we created an online campaign using realistic CGI effects and PointRoll technology that captured the mystical nature of dragons, while stimulating interest among viewers to watch the show. The target audience was made up of children, aged 6-11, and their parents, plus adults, aged 25-54 that are interested in Sci-Fi/Fantasy. The campaign included banner ads, show trailers, screensavers, games and a behind-the-scenes peek at the show with highlights, like a shadow of a dragon flying across the screen and fire spreading across the banner ad to reveal show details.