MSN wanted to prove that MSN Search had the best search engine technology. The target audience were users of competing search engines. The idea was to create a quiz that tested people’s search skills to the limit by challenging them to answer a series of progressively harder questions, with a time limit adding to the tension. As the quiz is played, MSN Search proves itself as the tool that finds the answers quickest. On completion of the quiz, visitors were awarded a score, a position in a league table (encouraging replay) and the option to challenge a friend.