Jenny Watts chooses The Mirror’s sponsorship of Julius Francis’s
boot soles during his world heavyweight match against champion, Mike
’Some said it was a shameful gimmick preying on a weak outsider. Others
said it was a patriotic incentive for him to stay on his feet.
’Whatever you may think of The Mirror’s motives for sponsoring the soles
of Julius Francis’s boots, you can’t deny that it was a particularly
clever example of product placement given the guaranteed media feeding
frenzy surrounding the much-hyped fight.
’The novelty of the advertising gave the paper loads of free PR before
the short-lived fight had even started. Even in Francis’s defeat, The
Mirror logo was clearly visible. And I’m sure the extra pounds 20,000 he
pocketed for the stunt will have helped to soften the blows.’
Conceived by: The Mirror’s editor, Piers Morgan
Brief: Take the opportunity of a mass-media moment to promote The Mirror