It looks like some of the alleged $400 million marketing budget for Windows Phone 7 went into making several ice blocks for a guerilla marketing campaign in Paris, France to coincide with the worldwide launch.
The highlight of the campaign is where and specifically what the prize was wrapped in -- ice. A huge block of it, with the phone frozen in the middle. The winners had to figure out a way to break the ice. Some used street furniture to their advantage, others employed tools with fierce force. All in all, lots of fun.
In the Video embedded below, the action starts around 1:35: