When game companies promote new projects, usually they just release a trailer or screenshots to show gamers what to expect from it. However, when it came to Konami’s new Silent Hills game, Sony took an unusual marketing path which has scared up a lot of interest.

The project was initially announced at Sony’s Gamescom press conference earlier in the week, under the code name P.T. Originally just featuring a very brief trailer featuring a girl screaming at the end, Sony announced that players could download the “interactive trailer” for the game now (for the PlayStation 4) over at the PlayStation Store, free of charge.

The demo turned out to be a bit frustrating for some, but those who persevered and got through it were awarded with the same trailer that we recently embedded in our Best Game Trailers at Gamescom story – a reveal of the new Silent Hills game, which features a collaboration between Metal Gear series director Hideo Kojima, The Strain producer and Pacific Rim director Guillermo del Toro, and The Walking Dead lead actor Norman Reedus, who will play the main hero in the game.

P.T. served its purpose in two ways. First, it provided players with a terrifying experience, along the same lines as they can expect from the forthcoming Silent Hills game whenever it releases in 2015. Secondly, it provided a neat, interactive way to discovering the trailer for the next chapter in the much-anticipated series, rather than a company simply posting one for players to view. In a way, it’s almost as if they have to earn it, even though a few players decided to post the trailer in its entirety, for those who couldn’t quite get through it.

For those interested, the P.T. interactive trailer is still available on the PlayStation Network, although its level of terror is only recommended for the strong. For those of you who just prefer to reap the rewards from it without playing it, the Silent Hills trailer can be found in its entirety below.