This^^
is true. Remember the Asda 'Microsoft' bras. So much publicity for so little money.
( lion-cake Bad lion-cake, bad., Thu 25 Jun 2009, 8:51, archived)

Link, please?
Google doesn't like me.
( Bats, Thu 25 Jun 2009, 8:58, archived)

The Asda/Microsoft spat is difficult to find.
But Asda advertised a range of lingerie made from a type of material they decided to call 'Microsoft Fibre', in the knowledge that Microsoft wouldn't be able to resist making a fuss.

It was all over the papers for a few days. Publicity worth, well, perhaps not 'millions' but a lot.
( lion-cake Bad lion-cake, bad., Thu 25 Jun 2009, 9:13, archived)