From their announcement:
All the King's Men Toy Soldiers officially puts a bounty on Cold Wars 2012 gamemasters. Host any games at the show using our miniatures or rules, and your GM team gets a total of $50 worth of ATKM product for free. Yes, get free stuff for running games!
Qualifying games need to appear in the PEL, so are due in by December 9th, and must be played. Here's the CW link for game registration:
Interested in running an ATKM event? Our rules are available as a free pdf download.