UM London have helped their Sharpie pens client team up with Viacom's AMP division (Advertising and Marketing Partnership) to turn a good old fashioned 30-second TV spot campaign into an all together more exciting proposition. By overlaying existing TV copy with a simple prompt to a competition on a Sharpie website to win a signed David Beckham football shirt (Sharpie being the "celebrity autograph tool of choice"), Sharpie has been better able to engage with the core target market and maximise response. Find out more...

To engage with the core target market and maximise response. The advertisement is a great example of how some media owners are using the downturn to help drive additional value and impact for clients.