I found this video while checking out my Twitter feed the other day.  It is  an interesting example of viral marketing, social media and cause related marketing all rolled up into one.  Overall a great job by Lands End and Sears.  The only downside of this effort is that I could not find a version of the video on YouTube.  When you watch the video you will see why but I think they could have made a version for YouTube with a minor change and it would have helped people spread the word.

WatchThe Big Warm Up from Sears and Lands End.

PS – Check out their micorsite for more info on this effort and other connections to social media.