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Iron Mike’s comeback was a big deal for BT Sport. Amidst all the build up and hype surrounding his fight with Roy Jones Jr, it occurred to me that lots of people, especially up north, would be using Plusnet, who are part of the BT Group, to stream the fight. And so, very late on in post production of the main campaign, we landed some ‘knockout’ partnership marketing in the form of a rogue piece of OOH. Fun times.