Well, Tor Books is taking it to the next level.
The mosaic novel shows small bits of the contests... but coming up on the official website, you'll get to see the contest play out in an expanded format. Enriching the reading experience with web content is a step that few companies have adopted, but offers tremendous potential.
This is a development I'll be watching with great interest and high expectations. Fans of the book (and the series) might expect some cool behind-the-scenes info, tidbits about upcoming stories and maybe even "winner/loser" interviews! Wouldn't that be cool?
Keep an eye out for the tagline: Who will be the next American Hero?