Last week Man City played Man Utd in the Quarter finals of the Carling Cup - the game was shown live on BBC1. The game featured digital advertising hoardings around the pitch which (amongst other) featured Umbro the Man City kit manufacturers - nothing new there - except the ad featured a call to action 'Follow us at twitter.com/umbro'. We reviewed this as part of a project we are running for a large lager brand as it showed a good example of integration of social media with traditional offline media which there is no doubt is going to become a mainstream phenonmenon over the coming months. What was interesting was not the fact that it happened - after all Umbro are an active brand in social media - or that they neglected to include a call to action - "Follow us on twitter.com/umbro for free shirts / tickets / boots etc.- but rather how ineffective the activity appears to have been. From our analysis the activity added no more than 200 extra Followers from the period starting at the beginning of the match and ending 4 days later (to allow for those who saw it and thought they would follow soon after). Now of course there could be a number of reasons for this - the lack of incentive, maybe people were watching in the pub or maybe they are simply not "Twitterers" but what it does show (for now) is that the jury is still out on whether social media can integrate itself effectively in offline media ?