I only found out about this after connecting my Sony NEX-5N to my PC in order to upload photos from my camera. A screen popped up that stated I was eligible for a free download of the $15 PlayMemories Studio app for the PlayStation 3. It seems that the campaign started March 29th and is eligible with any digital camera and video camera purchase released in 2012.
All you have to do is connect your qualifying device, download the code activation program, and after it confirms your device, it will give you a code to download it. The campaign ends December 31, 2012 so if you have a qualifying device, make sure you grab your free code for PlayMemories Studio.