B&N put out a press release a couple days ago where the released more details on the More in Store promotions. Thye're continuing the free ebooks, and they've expanded the program. If you bring in a B&N compatible reading device (Nook, blackberry, iPad, etc) into a store you'll get a free coffee.
I'm glad to see that B&N finally figured out a good reason for people to come into one of their stores. Back when they were only giving away ebooks, requiring people to come to a store didn't make any sense. It missed the whole point of ebooks; you can buy them without having to visit a physical location.
There is another problem with running this kind of promotion: What about the people who don't live withing driving range of a B&N store? I don't; I live in a densely populated area and the nearest one is 40 minutes away.