The mass media had spread word of a “conflict” between Luís Aragonés (Spain’s national football team coach) and Raúl (who by then had accumulated 102 national team caps): The coach had decided not to select Raúl for the European Cup, contrary to public opinion.

So we challenged the coach to a bet: “We bet you don’t have the balls to wear Raúl’s team jersey at a press conference”. We published this in the sports press and subsequently sent it in a mailing to Luís Aragonés In addition, we invited opinion leaders and journalists to get involved and increase media hype.