It started on Tuesday when Johnny posted about a picture that was mailed to him. The key is the text on the picture, "Denn Du bist Deutschland." At the moment there is a big "get up"/motivational-campain running in Germany, called "Du bist Deutschland. (You are Germany.) It has already received a lot of criticism (spin-off motifs on flickr), not only because the logo looks like the logo of the 1992 Olympics.
Johnny said in his post was that it was an embarressing coincidence, directed at the makers of the campain, but also advised not to make too much of it. As it turns out, things really took off.
Incidentally, Johnny is also author of a famous Jamba post which is as far as I know the only other German blog post that made waves until it was on TV. Because that is how far the story has gone.
Andreas has a chronology of the events which has seen the story picked up by professional media such as T-Online, Associated Press, Stern Online and German TV-news channel N24.
Bets are on if it makes the Bild-Zeitung tomorrow or Saturday.
Update: Spiegel Online has it since last night.