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)