Just saw this on /. yeah.. that's a major oopsie.

Finnish antivirus vendor F-Secure reports that Mcdonalds in Japan distributed 10,000 infected MP3 players as customer prizes in a promotion with Coca-Cola. The USB sticks contained 10 free songs plus the QQPass Trojan, which is intended to steal login data.

No.. it's not deliberate, so they are just incompetent, not completely criminally stupid.