A Phantom Book Tour.

From GalleyCat:

Volunteers nationwide will deposit 50 specially prepared paperback copies of CREEPERS in busy places where people mingle and read, such as coffee shops, donut shops, parks, train stations, and malls. The front cover of each paperback tour copy of CREEPERS is clearly marked as a tour copy, and the inside front page of the book describes the campaign. Those who find the copies are asked to log on to Horror World and go to the CREEPERS Book Tour Page to learn more about the tour and contests. After reading the book, participants are asked to leave the tour copy where someone else can find it and enjoy it. Each book's adventures will be charted online.

So it's kind of based on the BookCrossing idea except they're trying to create buzz, right?  What do you think?  Will it work*?

*Of course, buzz is already being generated because it's such a different format.  But I mean the tour itself.