I didn't submit this link but I'm from this agency. Fair enough if you think it is, but we thought you might be interested in the tech at the bottom and the way we hacked some toy shock lighters to produce this!
Even if we leave the tech aside, this is a good example of PR hacking, which I think is pretty relevant to a lot of people here. Congratulations to you and your team for spotting an opportunity and exploiting it.
edit : typo
I posted this for the tech involved and I personally think it is very well done. Of course they did it for exposure and look, it's working; 5th on front page. Well done Alex, Tom and co!!
I actually quite like the idea and am glad it popped up on HN. Sad that the website is hammered so I can't properly take a look. Sent a tweet anyway. Bzzt!