It's launched a Web site that features "The Destroyer"--a machine-operated hammer that will pummel the phone 24 hours a day live over the Intertubes until it breaks.
Visitors to the Web site have a chance to win the Sonim XP1 handset if they can correctly guess how long it will take for the phone to break/crack/explode, and how many hits it will take before that happens. The site includes a hint line that you can call to get tips on how high you should place your bets.
While this is an interesting way to promote a phone, personally I would love to have seem them hire a body builder, give him a huge mallet, and let him go to town. I guess then the contest would be over in less than a minute. Imagine how fun that would be to watch though.