DreamWorks pushes Shrek 2 DVD with viral products online

An online viral assault will mark the release of DreamWorks' film Shrek 2 on DVD and video.

Agency Naked Penguin Boy has developed viral products to push the release to users of all ages. There are five online games plus downloadable e-cards and interactive wallpaper.

The games highlight scenes in the film. In one, main characters Shrek and Fiona sit in a mud bath as players burst 'fart-bubbles' rising from the water. Another reflects the point where Shrek and his sidekick, Donkey meet Puss In Boots, and the cat gets a hairball caught in his throat. Game players get to fire hairballs as far as possible.

Banner ads on children's web sites and destinations such as AOL, Yahoo!

and Lycos were developed by Naked Penguin Boy. These drive users to a bespoke microsite, which features a gallery of images from the movie and a listing of the features on the DVD.

Visitors can download trailers and excerpts from the movie or an interactive desktop, Donkey Notes, which sits on the screen and allows users to 'scribble'.

The campaign will be boosted by a second promotion counting down to Christmas, to boost last-minute sales of the DVD.

Media planning and buying is by New Media Maze.