The Sidekick Shuffle
by Molly McCallJun 26, 2006
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Glitterati, prepare thyselves. The mobile device of choice for every underweight, over-stylized starlet in Hollywood arrives July 10. Sidekick 3, T-Mobile's sleek, loaded-to-the-gills cell phone/PDA, lands in stores in weeks—and already folks are clawing for it in the Buzz.
Searches on "sidekick 3" have swung into our top 400, taking such variations as "sidekick 3 release date," "t-mobile sidekick iii," and "new sidekick 3" along with them. "T-mobile" and "t-mobile phones" also dialed up the buzz, and even "sidekick 2" rang up an 11% boost.
Meanwhile, with timing so eerie it almost seems orchestrated, the hunt for a stolen Sidekick in New York City led to such a kafuffle that the blogosphere descended in all its scathing glory, the police got involved, The New York Times weighed in, and searches for "stolen sidekick" spiked. It was like a modern-day morality tale, hosted by T-Mobile. Lesson: Get your filthy paws off my Sidekick.