Sony has offered limited edition laptops a few times before, called "Graphic Splash". To my knowledge, this is the first time that they are taking design submissions. Until 10 August, you can send Sony your best designs for a chance to see them on the new VAIO FW series. Ten best entries win a laptop with their artwork, and the top three get 5,000 USD.
http://www.vaiomygraphicsplash.com/