Users are invited to play a scavenger hunt/trivia-style game that taps into Google Books’ relatively new “search inside” feature, which combs through the text on each scanned page. They need to answer five questions—like, “In which F. Scott Fitzgerald novel do these song lyrics appear?”—to be eligible.

ReadWriteWeb suggests that the promo serves both to attract new users and help Google drum up goodwill (and some positive brand association) within the literary community. This makes sense, given that Google plans to make money from both Google Book search ads and potential e-book sales.

But we have to wonder whether there’s some kind of a bigger strategic partnership in the works between Google and Sony—after all, why not entice users with the hottest eReader out there right now—an Amazon (NSDQ: AMZN) Kindle? (Google already teamed up with Sony to provide over 500,000 copyright-expired titles for the Reader in March).