Thanks Hasbro. Now all you MBAs can play the beer game infinitely many times, you cheap bastards.
Kidding aside, this is a cool tactic. It is probably not that meaningful in isolation, but lots of similar tactics can give a firm a massive advantage by building a resource I've talked about below - a loyal user base. It's also cheap to do cool things like this (although it takes a mindset fundamentally different from that of many businesses). Lesson: do cool things for the people that consume your goods - they'll remember them.