However, DreamWorks was up for the task. Still in its infancy at the time, the studio, co-founded by Steven Spielberg, took on a slew of original projects, one of them, of course, being Shrek.

Viacom subsidiaries Paramount Pictures and DreamWorks used mobile rich media advertising as part of the multichannel campaign to promote the summer blockbuster Shrek Forever After. Timed to coincide ...