'Shrek's' Princess Fiona lends a hand to HP's ad

What does Princess Fiona, Shrek's fairy tale heroine, do with her personal computer? Tracks auctions on YeBay.

DreamWorks Animation SKG teamed with Hewlett-Packard Co. to promote both "Shrek the Third," which hits theaters today, and computers. Their unusual marketing campaign demonstrates the lengths to which companies are going to find customers in the fragmented media landscape.
"We're witnessing a shift in entertainment consumption and how people want to immerse themselves," said Anne Globe, head of worldwide marketing and consumer products at DreamWorks.
Palo Alto-based HP featured Princess Fiona in an ad for notebook computers that began airing May 10 on television — and on YeTube, a Shrek-inspired channel it bought on the video-sharing service YouTube.
But the YeTube channel also features other cross-promotions that use the movie's characters to subtly sell technology gear.
There's the usual YouTube fare — but this time it's performed by Shrek characters. DreamWorks animators created videos of Prince Charming conducting a puppet show and Gingerbread Man dancing a jig. The companies made five such videos.