This video is making the rounds on YouTube. It is an excellent example of how to create an event to promote your product and get consumer involvement. I have included the link to the video below as well as the 'how it was made' link.
The actual event: http://www.youtube.com/watch?v=exkfGhz-YsU
The making of video: http://www.youtube.com/watch?v=uVFNM8f9WnI
What is the coolest part of this is that I received the video from my sister via email. I was so impressed with it as an innovative marketing activity, that it inspired this blog post. Then I twittered it, posted it on facebook, linkedin and other sites. I helped promote it.
I am sure T Mobile thought through how the event would be spread via the internet. They get it!