To mark the 1000 days to go till the London 2012 Olympics, BT launched some amazing fireworks from the famous BT Tower as part of their first actively visible steps of sponsorship.  I missed it sadly but I hear it was pretty amazing.  We need more of this.  I'm a big fan of initiatives that capitalise on the 'physical digital' which this is a light example of.  Essentially, a 'physical digital' idea is one that fuses both on & offline worlds and gives a platform for people to interact with.  In this case, it's more a physical event that gets talked about and is fuel for conversation online, with lots of supporting resources.  As I said, a brand like BT needs more of this to help fuel warmer conversations about the brand, especially when it's unexpected of the brand.  Surprise & delight I say.  (I actually work on the BT brand at my agency).   So how nice indeed when it can be fueled properly.