To build excitement for its upcoming PlayStation 4 game console, Sony turned to BBH to develop a "Bid for Greatness" campaign that allows avid fans to bid on props and costumes related to upcoming games teased in its popular "Greatness Awaits" video ad. The campaign uses interactive YouTube videos to let gamers browse props and make bids with their PlayStation gold trophies -- digital items awarded for reaching achievements in many PlayStation games.

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