Ever want take home a piece of video game memorabilia? Your digital fantasy could become a reality. Playstation teamed up with agency BBH to launch Bid For Greatness an online auction of one-of-a-kind memorabilia from the brand film Greatness Awaits. The video features characters from various Playstation games as part of a campaign for the highly anticipated Playstation 4 gaming console.

With the tagline "many will bid, the greatest will win," the auction allows top gamers to bid on physical realisations of their favourite digital costumes, weapons, and props from games such as Assassin's Creed, Killzone: Shadow Fall, and Diablo III. From July 16, Sony have been putting a different item up for auction on the website every day for fourteen days. However, there’s a catch. Only those individuals who have earned gold trophies - digital currency earned with Playstation network accounts - are eligible for the bidding.

Sony is selling the new Playstation as a serious console for serious gamers therefore granting purchasing power to only the most avid of fans and Bid For Greatness is a nice, interactive extension of an advertising campaign that grants influence to the most ardent consumers of the product.