We love when limited editions are actually, you know, limited.
Uncharted 2 has a special edition that includes the requisite art book and plastic toy (in this case, a knife), but rather than making it as easy as pre-ordering the game to get it, Sony is having gamers jump through a few hoops to land their copy.
From PlayStation Blog(official):
And part of what makes the Fortune Hunter Edition a real fan collectible is that you can t buy it you can only win it! There will be several ways to win including right here on the Blog. Stay tuned as we’ll have more details on that in the very near future!
Keep it really personal and exclusive to your biggest fans, and they will show up with the all important viral word-of-mouth that is usually so difficult to land.