In 2001, Popsicle developed a partnership with the World Wildlife Fund (WWF) to promote awareness of endangered species with children aged 6-12. Zentropy’s online advertising incorporated educational elements in activities, printable colouring cards, ad units and in interactive games that featured endangered animals in their natural environments. Once advertising launched, site traffic increased by 500%, user session length doubled, and over 75,000 children registered to play Popsicles’ interactive games online. In summer 2001 alone, the games were played over 375,000 times.Objectives: Emphasise the philanthropic aspects of the WWF promotion. Increase awareness and excitement of the WWF promotion. Promote awareness of additional Popsicle products, specifically new products. Build and further the relationship with audience.Target Group: Children aged 6-12, skewing slightly older.