Viral Marketing is, well, viral...
Courtesy Security Focus:

A marketing campaign to promote the latest version of the Resident Evil video game has provoked a panic about the spread of a non-existent mobile phone virus.

Users have received unsolicited SMS text messages on their mobile phones telling them they are infected by the so-called T-Virus, prompting calls to AV company Sophos about the supposed outbreak. The messages are sent from a website designed to promote the game Resident Evil: Outbreak....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."

Graham Cluley, senior technology consultant for Sophos [states] "This marketing campaign seems particularly ill-conceived, as there is so much genuine interest in the mobile virus threat at present."