By Martin Vedris

SYDNEY: In a promotion estimated to be worth over $24 million RRP, Sony has advised its dealers of the campaign to giveaway 35,000 40GB Playstation 3 consoles valued at $699 RRP, with the purchase of select Bravia Full HD LCD TVs.

Dubbed by Sony as ‘The Biggest Sales Promotion for the World’s Biggest Sporting Event’, the campaign is perfectly timed to coincide with the expected spike in pre-Olympic Games TV purchases.

The promotion applies to all current Bravia XBR, X3100 and W3100 Series models, including the new V4000 and W4000 Series models, purchased between Tuesday 1 and Thursday 31 July 2008.

To claim their PS3, customers need to register their purchase online within two weeks at

Customers will then need to post their proof of purchase and serial number to Sony within two weeks of registration on the website.

Every time a consumer registers their purchase, an online counter at the website will automatically drop, indicating how many PS3s are left.

Customers can also find out how many are left by sending an SMS texting ‘how many’ to 0429 025 025 or by calling 1800 882 172 toll free.

To create urgency in-store, Sony is encouraging retailers to link up a PS3 to a Bravia TV and connect it to the live counter at

Sony is also planning plenty of POS materials including posters, vertical tent cards, wobblers and window banners. There will also be a comprehensive media campaign in the national press, radio on the Austereo Network, as well as online advertising.

The official website goes live on Tuesday 1 July and Sony was unable to provide official comment today.