In the "bound to happen" category, homages to Sony's balls (hehe, I said "balls") have appeared on the web. In the off the wall category Snoken Productions called all their gameskilled mates together and directed a Mine2 gameversion of balls [1]. Brilliant.
Links:
[1] http://video.google.com/videoplay?docid=-4396069753768297433&q=snoken
[2] http://video.google.com/videoplay?docid=-4396069753768297433&q=snoken
[3] http://technorati.com/tag/viral or youtube