When viral marketing turns sour

In England, a website designed to promote the game Resident Evil: Outbreak sent mobile phone users unsolicited text messages telling them they were infected by the so-called T-Virus.

A typical message reads: "Outbreak: I'm infecting you with t-virus, my code is ******. Forward this to 60022 to get your own code and chance to win prizes. More at t-virus.co.uk."

This provoked so much panic about the spread of a non-existent mobile phone, that CE Europe, the company behind the marketing campaign, has issued a press release which makes it clear that the whole thing is a promotional stunt.

From Textually and The Register.