Just a day after the Sidekick III was released (it was officially released July 10, but available to Tmobile customers for a while before), celebrities, press, and regular folk were invited to a posh event at a loft in Soho — New York — for its launch. It was a major event — you know one of those red roped, guest list affairs. DJs, hosts, and bartenders wore "I Love SK3" t-shirts, while models walked around with the new Sidekick in hand. The device was also the star of the show as one resided on each floor encased in a plexiglass housing for all to view.

The loft was phenomenal — it featured a three-level roof deck. On one there was a pool so partygoers could cool off from the exceptionally humid night. Guests left with parting gifts in hand. And while many were hoping for a free device, they instead received a Tmobile Sidekick swag bag containing a t-shirt and accessories for the device, such as Bluetooth headsets and juicy couture cases. What a way to enter the market, huh?

But that's not all. The Tmobile Sidekick also has its own reality style promotion lined up. Today, the cell phone carrier is sending a production team to Tampa Bay, FL to tape "A Day in the Life of DJ Short-e," a local DJ there, to follow him throughout the day and into the evening, where he will finish up with a live performance at the Whiskey Park North. As the Sidekick III is the communication device of choice in the entertainment industry, the campaign will highlight its many uses for that particular crowd.