In the ME3 multiplayer lobby, I've seen some people list Battlefield 3 instead as their race. How do you obtain this? Is there any other perks other than the name change?
Mass-effect – Battlefield 3 ”Race” in ME3 Multiplayer
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Related Solutions
This might require updating after the game releases, but in the demo, you can get additional race/class unlocks by purchasing "item packs" with credits you earn by playing the game.
In the demo version, there's a "Recruit Pack" that costs 5,000 cr, and a "Veteran Pack" that costs 20,000 cr. Think of these like a pack of cards you might buy for a collectible card game - you'll get a random assortment of several different things, including the possibility of unlocking a new character.
The "Premium Collectible Pack" comes with the purchase of action figure packs, as shown here.
The linked page describes the bonus in the following text:
These products contain a code that can be redeemed for bonus content for Mass Effect 3 multi-player . The pack could include character boosters, weapons, weapon modifications and upgrades to make your multi-player squad stronger.
This translates to the "special bonus for dedicated Mass Effect fans" you referred to in your question. It is misleading to have the word "free" included in any sort of description of this pack as you're required to spend a substantial amount to get the figures and code.
Referenced product:
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Best Answer
You have to log in to Origin with an account that has an activated Battlefield 3 Online Pass, and the pack is only for the PC and Xbox 360 versions of ME3. From the Mass Effect Wiki:
The Battlefield 3 "race" is mostly a Human Soldier with the power Carnage instead of Concussive Shot. Full list of Powers at the Wiki, aside from the obvious cosmetic differences.