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 Luís Aragonés In addition, we invited opinion leaders and journalists to get involved and increase media hype.

323,987 users visited the website during the European Cup and placed their bets. The campaign appeared in the country’s main media, including the newspapers As, Avui, Canarias24h, El Mundo, Marca, Sport and Superdeporte, among others.

It was also broadcast on the radio through radio stations such as Ser, television news programmes, and it became a discussion topic on different internet blogs.