This is interesting.
This link takes you to a special YouTube page running the Greatness Awaits advert. Underneath the video is an ‘explore’ button, and with that you can dive into certain scenes (like those early DVD special features) and look for gaming-related hidden objects.
Those objects appear to be wallpapers and the like just now, but apparently you can pick up soundbites and other stuff as the video gets more views.
It also looks like the objects used in the video will be auctioned off, and rather than Sony wanting more of your cash, they’re looking for bidders using gold PlayStation Trophies. Yep, those, which is quite a nice way of rewarding trophy hunters, finally. Details are sketchy just now, mind.