Abba-to-Zappa.com aimed to enhance the offline advertising message, build the brand online, and grow the email newsletter subscriber database. Since going live in Spring 2004, the site has had 177,000 visitors and tripled the subscriber database. The OMM mailing list was increased by 67% in the first 2 months.

Designed to look like a computer toy, the quiz brought the characters to life in quick fire pop tests against the clock. Pitched at a sophisticated music listener, the questions encouraged interaction with the brand and characters – users had to learn who each character was and try to win music prizes.