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Dreamworks and 20th Century Fox Fly Giant Dragon Over London to Promote How to Train Your Dragon 2

20th Century Fox and Dreamworks Animation have flown a giant dragon kite through London’s Tower Bridge as part of a marketing campaign for new film How to Train Your Dragon 2.
The kite, which measured 54ft from head to toe with a wingspan of 36ft – bigger than a London double decker bus – followed the Thames from its launch point in North Greenwich, using a high speed rib boat to pull the kite through the draw bridges of Tower Bridge.
The film, released in cinemas on 11 July, is an animated action-comedy starring Jay Baruchel, Gerard Butler and Cate Blanchett.
The dragon kite stunt was planned and executed by experiential marketing agency psLIVE.
Via: The Drum

Win Signed and Illustrated ‘How to Train Your Dragon’ Books with @RailbookClub

Hachette UK has been the latest publisher to feature on JCDecaux’s content–led commuter book club, @RailBookClub. The book club invites rail passengers to tweet their recommendations for books to @RailbookClub, which are then run across JCDecaux’s national network of digital screens.
The latest campaign offers commuters the chance to win 11 signed and personally illustrated editions from Cressida Cowell’s How to Train your Dragon series to celebrate the much anticipated 20th Century Fox release of How to Train your Dragon 2. To enter the competition, commuters are invited to retweet the competition tweet and include its unique hashtag.
Moreover, from today pre-release copy will also be running across D6s, Transvision and DEPs.