You'll be able to get special items in both 'Amalur' and 'Mass Effect 3.'
Exclusive items are one tool that game companies use to get you to do certain things. They utilize these extras to convince you to preorder, buy a special edition of the game you want and even buy a game that you don't actually want in the first place. We're not saying it's bad mind you - that's just how marketing works.
EA's newest use of these promotional items requires no extra money from you at all. All you need to do is download and play a demo. It doesn't get much simpler than that.
The two games tied together in this promotion are 'Mass Effect 3' and 'Kingdoms of Amalur: Reckoning,' and you can get exclusive weapons and armor in both. The promo video seems to imply that you'll need to play both demos, but it seems a bit odd that you'd need to play a demo for a game you already own. Still, free exclusive items for playing demos - it's an interesting idea.
Source: Rock, Paper, Shotgun