Our aim was to create an engaging and fun cross- platform campaign to raise awareness of 20th Century Fox's new children's release. We also needed to drive traffic onto the website in order to get kids to take part in the competition to win their own copy of the DVD.

We created 'Dragon of The Day' webdrive spots to echo our ever-popular Boomerang 'Pet of The Week' initiative, as well as creating affinity with the channel's identity as the home of pets and animals. The spots aired across all of our kids channels, capturing the attention and imagination of fans of the Dragons: Riders of Berk series. The webdrive spots drove kids online to our Dragons: Riders of Berk microsite where they could find out everything about the show's story and characters, as well as play the fantastic 'Fireball Frenzy' mini-game, and enter the competition.

As a result of our on-air creative which lead to engaging online activity, the website received just under 40,000 page views. Furthermore we received nearly 4,000 competition entries. The online game was also incredibly popular and had a massive 5,979 game plays.