Sega will be giving out an assortment of prizes including this inflatable Rappy Arm Band derived from Phantasy Star Zero. In order to get the prize you'll have to follow them on Twitter. You'll need to send a message with certain number code in order to gain an entry into the contest.
Further details can be found at Sega Blog. Phantasy Star Zero is expected to release on November 10th, 2009 (according to Amazon).