Underwear under there?

by | Jun 19, 2006 | Book Marketing Basics

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Well leave it to the Dutch to give World Cup Soccer a snippet of scandal. Well, ok, maybe scandal is too strong a word. Still, watching a bunch of Dutchmen sitting around in their underwear while cheering on their Team is something to blush about. Why did this happen? Well, apparently the Dutch fans were given orange lederhosen to wear by a Dutch brewery who is *not* the team sponsor. Hence World Cup officials told them they needed to, well, drop their pants (or lederhosen) and lose the logo. They did. The consequence was that several hundred Dutch fans sat around in their undies and watched the game.

What does this have to do with book publishing and promotion? Absolutely nothing. It’s just too darned funny not to mention AND it goes to my point that any publicity is good publicity. In the end, Bavaria NV (the Dutch beer maker who supplied the orange cast-offs) got more publicity than a bunch of Dutchmen could have given them if they’d worn the lederhosen to every game.

Here’s the link to the story: http://www.stuff.co.nz/stuff/0,2106,3704463a4560,00.html


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