When he dies, the billionaire leaves his entire fortune and a controlling stake in his company to one player who can find an Easter Egg hidden in the vast virtual universe. Cline wanted to do something similar in promoting Ready Player One, so he hid a URL within the text. That URL led to a specially created Atari game, which in turn allowed winners to participate in another game. Those who completed that challenge were met with one final task: set a new world record in one of a handful of classic '80s videogames.
Surprisingly enough, it took a player just eight days to set a new record on Joust (the first challenge in the novel) and win the keys to the grand prize: a DeLorean DMC-12. Cline himself is a big DeLorean fan, having purchased one himself as transportation on his nationwide book tour. He then turned around and bought a second example to give away in the contest. Scroll down to watch a video of Cline being interviewed on G4TV before handing over the keys to the winner.