Well, now Coke has taken advantage of Android's popular Live Wallpapers by releasing a holiday-themed Live Wallpaper of their own. The wallpaper, like all Live Wallpapers, responds to touch and movement. In this case, if you tilt your phone, it'll send a man in a shopping cart rolling across the screen. Also, if you shake your phone it will start to snow, essentially turning your phone into a snowglobe.
It's a neat idea, mostly because it's fun and well-timed with the holidays. However, I'm not sure we'll see this become a trend with other companies, because Coke has one big advantage over most other companies: cultural icon status.
What I mean by that is that Coke doesn't just have strong brand awareness and recognition, but that the brand has extended beyond the levels achieved by most companies and has become a cultural symbol. That's why it's nice to see Coke take advantage of their status and venture into this new form of advertising.