I absolutely adore this kind of thing. Ubisoft has produced a storybook to promote the upcoming Pince of Persia game -- which looks totally awesome, by the way. And the book is gorgeous, too, even in online form. I guess the Penny Arcade guys wrote it and did the art? Very impressive! I wonder if there will be a physical book as well? Seriously, I'm not sure these kind of premiums ever have the impact that they deserve, but it's still really cool when companies do this kind of creative "brand extension" for their products.