The iPhone is very useful you can manage email, calendar, photos, media, and surf the web.  I must admit that it is in my hand quite a bit. (Did I mention I am a self diagnosed technology-addict? Should I seek help?)  But as useful as this device may be I must admit that using the iPhone for a marketing tools is a great idea.  Capitalizing on the all the press and the excitement works out out to be cheap advertising.  Blendtec produces high end blenders that seem to handle just about anything.  Based on the videos, I would consider getting one. (that means the marketing is working)  People were astounded when that first iPhone was released that Blendtec created a video that converted the device into black powder.  Well it has been 48 hours since that new iPhone 3G was released and version two of the video is now available.  

The 3G iPhone blended.

This train wreck fascination that is leveraging new media is one companies way of marketing out side the box. Creative ways of leveraging new media and meeting the active consumer is something that other companies need to embrace.  As television and print media fade away (yeah I said it) the companies that succeed in the future are the ones that will have established themselves in this next generation of marketing mindset.  Only time will tell, who will survive.