Here is a print ad in Mexico for Gandhi Bookstores:
The newspaper page was filled with lines from Gabriel Garcia Marquez's One Hundred Years of Solitude and hidden within the novel excerpt is a block of text that reads:
"You've just demonstrated that you like to read, that's why we will reward you with one book each month for the rest of your life. Be the first one to show this ad in Miguel Angel de Quevedo's Gandhi Bookstore to claim your prize -- there will be just one winner. Keep reading.
Not only receiving a lifetime of reading, this guy got a nifty shirt to prove it.