Google Book Search offline campaign on Campus?

Found this week at Haas School of Business, UC Berkeley. The poster has good printing quality and the paper is thicker than normal.

offline marketing...

Is Google Book Search launching a student-driven, ambassador-like promotion campaign at universities? Anyone knows? I will try to find out more about it... By the way, this is what you find when "googling" (or "googleing"?) the term "Search Books"

...complementing AdWords and organic search positioning
Click to enlarge or just google "book search"

Google Book Search owns the main sponsored link and ranks first, third and fifth in the organic search results.