This must be possible because I believe I\'ve done it before. Here\'s my query:
insert into exampleFiles Values(NEWID(), cast(\'c:\\filename.zip\' as varbina
Does this help?
USE AdventureWorks
GO
CREATE TABLE myTable(FileName nvarchar(60),
FileType nvarchar(60), Document varbinary(max))
GO
INSERT INTO myTable(FileName, FileType, field_varbinary)
SELECT 'Text1.txt' AS FileName,
'.txt' AS FileType,
* FROM OPENROWSET(BULK N'C:\Text1.txt', SINGLE_BLOB) AS Document
GO
Taken from here: http://social.msdn.microsoft.com/Forums/en-US/sqltools/thread/513cbf8c-21a8-4bcc-a565-6eb06437a398