The campaign is designed to reach teens where they spend most of their time: in school and on the computer. Penguin collects the names of teens at library and education conventions and through its Web site. Penguin is looking at this as a "grassroots way to create buzz," although in my line of work, PR, we would be more likely to refer to this as "astroturf." The teens didn't exactly come up the idea to review the book on their own, rather they are strongly encouraged by Penguin.
Still, it's a clever idea and not that evil. I mean, a book isn't a sack full of cash.
Some of the titles they've focused on recently are the paperback edition of John Green's Looking for Alaska as well asThe Looking Glass Wars by Frank Beddor, Just Listen by Sarah Dessen and Heat by Mike Lupica.