Give Blood in Denmark, Get a Copy of Bloodborne
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Giving blood is a lovely, altruistic thing to do. You should do it if you can. But if you fancy getting rewarded for handing over your claret, then Sony Denmark teaming up with Danish blood donor outfit GivBlod accepting donations in exchange for a copy of Bloodborne ought to fit the bill.
If you don't want a copy of Bloodborne, there are other undisclosed PlayStation 4 titles that you'll be able to choose from, although the blood drive is using Bloodborne as the promotional game, because A. it has 'blood' in the title and B. is coming out soon, and is bound to be awesome.
Should you be in Denmark at ITU in Copenhagen and giving blood on Monday 23rd March, you'll not only get a PS4 game, but you'll also be entered into a competition to win a PlayStation 4 console.
From Software's Bloodborne will be making its way exclusively to PlayStation 4 on 25th March in North America and 28th March in Europe.
[GivBlod.dk via Game Informer]