Paramount's key consideration was to position the film as the perfect shared experience for the Easter period through creatively showing dragons on the loose, setting fire to various media. In order to do this Turner Media began by allowing the film to take over the Cartoon Network channel interstitials (this was a first for the channel!), also creating a mini-micro site, showcasing the provided theme and featuring a competition to win a range of exciting prizes - all created with the key aim of driving traffic to the cinemas! A game and scorch tool were also created. Find out more...

Targeting parents with children aged 7 -14 years and driving them towards the cinema. Through creating engaging content for children and advertising across the popular children's television programme Cartoon Network, Turner Media were able to create awareness of the films release and encourage word of mouth regarding the game and downloadable scorch tool. Results recorded over 7,200 unique users of the online content, displaying an average time spend of 6 minutes.