Our task was an advance promotion of the release of the King Arthur DVD and King Arthur Directors Cut DVD. In order to appeal to the target group in an unconventional way, a highly addictive online game was created: The King Arthur Duel, where users were able to challenge someone to a virtual duel. The winner received half of the loser's points. To provide another incentive, a timer counted down to the end of the game, and the highest-scoring players received valuable prizes. During the three weeks of the game, around 17,000 duels were held.