The Quest promotion follows last year's multi-award winning campaign for The Fellowship of the Ring and is intended to drive sales of the DVD and video, while maintaining interest in the movie trilogy amid its staggered roll-out.
Designed by Tequila/Sydney, the project invites consumers to take part in a series of electronic "challenges" over a five-month period. Each challenge gives participants the chance to enter into fortnightly and major prize draws for products such as DVD players and a rear projection TV.
Gollum alerts entrants to new challenges via email or a downloadable desktop programme. Tequila/Sydney digital business director Ajoy Roy-Chowdhury said the challenge was to give the campaign longevity and reach.
"The key strategic component of the Quest was to create an ongoing relationship that would encompass not just the initial DVD/VHS launch of the first film but also the theatrical and DVD/VHS launches for the remainder of the trilogy," he said
Last year's campaign reeled in more than 31,700 entrants.