In December 2012, Warner Bros released the film: The Hobbit. The adaptation of J.R.R. Tolkien's novel and prequel to his The Lord of the Rings trilogy, one of the biggest box office hits of the 21st century.
To engage the public in "an unexpected journey", a global campaign combining influence, challenges, brand content and mobile applications has been done.
Via Facebook, users log on as dwarfs and begin their quest and accompany the Hobbit all the way to Erebor.
They must travel 1200 kilometres via a number of online and offline challenges during a six-week period.