HP features Fiona in an ad for notebook computers now airing both on TV and on "YeTube," a "Shrek"-inspired channel it bought on YouTube. And the YeTube channel also features various
other cross-promotions using movie characters to hawk sell its gear.
"We're witnessing a shift in entertainment consumption and how people want to immerse themselves," says Anne Globe, head of worldwide marketing and consumer products at DreamWorks. With very little promotion, the channel is already YouTube's most-viewed sponsored channel for the week. "It's a spoof of Hollywood to some degree," says David Roman, an HP vice president. "People are looking for an entertainment experience, so we don't want to take them straight to products."
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