Discovery Seeks Dragon Freaks has deployed a new campaign for its longtime client the Discovery Channel. The online effort targets kids and thirty-something men who have a thing for winged serpents.

Rich media ads promoting the channel’s upcoming special “Dragons” will appear on,, TV Guide, and Neopets. One execution shows a shadow flying across the screen, followed by a rush of fire into Flash and GIF banners.

Other campaign elements include branded dragon games on, Neopets and, and a desktop “Dragons” application. The app will let fantasy enthusiasts watch the show trailer, view stills and get screensavers throughout the month. It’ll also offer a look behind the scenes of the program.

Discovery’s two-hour special airs March 20 on Animal Planet. It will examine whether dragons ever existed and what a world with them would be like. The campaign runs until that date and targets “sci-fi, dragon and fantasy loving adults” between 25 and 44 years old and kids aged six to 11.

Discovery is a longtime client of The two have worked together on dozens of online campaigns.

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