T-Mobile USA's latest promotion, announced today, is an unusual one. Millions of customers will be able to become part owners of the company with a gift of one full share of T-Mobile US (TMUS) common stock.

The "Stock Up" promotion is "something no other publicly traded company has done before," T-Mobile's announcement said.

“At T-Mobile, we already wake up every day working for our customers—so I’ve decided to make it official and turn T-Mobile customers into T-Mobile owners by offering them stock," T-Mobile CEO John Legere said in his usual understated manner.

The promotion is available to new and existing postpaid voice customers. Current customers can sign up between tomorrow and June 21 in a new "T-Mobile Tuesdays" mobile app that will be giving stuff away each Tuesday.

"After you register to confirm your eligibility, the offer will be in your My Stuff folder," a T-Mobile fact sheet says. "In order to receive or trade stock, you will need an account with LOYAL3, an established electronic brokerage. T-Mobile is working with LOYAL3 to provide an account to customers at no charge." T-Mobile said there is no fee to receive, sell, or hold the stock share. The company said it does not expect customers will have to pay income tax on it, but it did recommend consulting with a tax advisor and reading this prospectus before redeeming the offer.

One T-Mobile share is worth about $43 today. Customers can earn more shares by referring new customers to T-Mobile. Customers get one share for each referral and can earn up to 100 per year.

Other promotions include "dinner and a movie every week," consisting of a free Domino's pizza, a free Wendy's Frosty, and a free movie rental from Vudu. T-Mobile is also offering a free hour of Wi-Fi on every flight with Gogo service.

AT&T announced a similar customer appreciation program last week—but no free stock.