Short brief: MSN was hosting the official site of Ali G's first motion picture InDaHouse. MSN.co.uk asked Abel & Baker to come up with an innovative idea to promote both the site and the film to a 15-25 audience. Abel & Baker created a phone-to-web karaoke, allowing people to imitate Ali G by singing on their telephone while the video clip and the lyrics were displayed on their computer screen. Once finished, the clips (that included the video and peoples' Ali G impersonations) were sent by email to contestants. The clips could then be listened to on the site. Each song featured in a league table where other site visitors could vote for their favourite imitation. In addition, participants were able to forward their personal clips to friends in a bid to ensure their song had maximum votes. At the end of the competition, winners were selected for the most original imitation from the charts. By providing a genuinely entertaining and unique experience, this online karaoke not only arouses interest and drives traffic, but generates revenue as contestants use premium call lines.