One click at a time.
With every click you have a chance to win a prize.
Every (x) many clicks, something appears on the screen to show you are actually progressing.
Every (x) many clicks, a challenge appears to give you an even greater chance of winning.
1,143 clicks and counting.
Sony has created a game, to get gamers to play, to potentially win a game ... and the ENTIRE time, these gamers are being delivered interesting (and potentially relevant) marketing messages.
This seems to be an innovative way of gamifying marketing. The interesting part is that this would not happen without a passionate user.
If your brand created a game like this ... would you find someone who clicks this many times?
Once you find them, how will you nurture them? How will you use them to spread your message and influence others like them to become part of your tribe?