I’m currently reading The Circle by Dave Eggers. So far it’s a great read – it feels like it’s a major update of Douglas Coupland’s Microserfs combined with the claustrophobic feeling of George Orwell’s 1984.

Today I saw this great ‘advertisement’ for The Circle – no clues, no mention it’s about a book even, very fitting considered the theme of the story. It also means the people behind it are hoping it’s intriguing enough for people to look it up later. I wonder, does that work? In what terms would you describe ‘success’ with such a campaign and how/where would you measure it? Unless this is only the beginning of a far more extended campaign it seems to me it’s just one of those ‘by fans for fans’-ideas, only understandable when you already know what’s going on.