Poke built a microsite promoting the Observer Monthly Magazine as part of an integrated campaign. The objective of the campaign was to drive signups to an email reminder service. The email tells people not to forget to pick up the newspaper that weekend (the music magazine is only published one weekend in four).

The site was a quick-fire game that used the A-Z musica characters featured in the advertising. The gameplay was designed to encourage repeat play and maximised opportunities for signup.

The site became a word of mouth phenomenon and lots of people signed up for the reminder service. Many more than had been anticipated.