BlackBerry "Wake Up" Campaign

The flash mob thing was retarded but I'm a sucker for marketing campaigns so here's what I could find out.
The site loads a script from, which contains the following code:
var D1 = new Date("6 May 2012 14:59:59");
c=DateDiff(D1 , curdate)/100;
The number it determined for curdate on my visit (I'm in GMT+1) was an hour behind my time, so the reveal will be at 3PM GMT on May 6.
There's no hints in the code on what the site might be about, but I think we can assume it's something BBX-related.