TEQUILA\Sydney developed an online strategy to help launch The Lord of the Rings: The Fellowship of the Ring DVD and Video. The brief required various elements to be addressed including; maintaining the enthusiasm for the DVD & Video family over a period of time, collecting and managing prospects and purchasers of the theatrical and special extended edition releases of the DVD & Video, drive awareness and ultimately retail sales. Consumers were driven to register and take part in a Quest competing for one major and monthly prizes. The Quest presented them with ongoing challenges over a seven-month period consisting of puzzles, trivia questions, brainteasers etc which by completing, they could earn entries into the competition. Answers were based around the movie, driving people to purchase the DVD to complete challenges. A desktop application called the Task Bearer was purpose-built as an innovative way to communicate with the core audience.The Quest was a phenomenal success with over 31,700 entrants who on average completed 12 tasks each. Synopses of the site and chat discussions on the tasks popped up on sites all over the world both driving people to join and continuing discussion amongst peers of the DVD & Video.