Check out this campaign in Madrid (via Koralimba).
Libros a la calle brings books to the metro, aiming to promote reading, and specifically book-buying, by drawing people in with the first page of a great novel.
One of the extracts is a Spanish translation of La Plaça del Diamant by Mercè Rodoreda. It’s a beautifully told (though extremely depressing) story of a woman living in Gràcia, Barcelona, during the Civil War.
I seem to remember a similar initiative on the London tube a few years ago, and I found it incredibly frustrating to be left hanging just I was getting into a story. I guess that’s the idea!