GalleyCat recently ran an item on a Viking Penguin online Book Club. I agree with GalleyCat. I don't see what makes it a book club, at least not as the site is configured now. There are three books pictured, and you can click on a book to learn more about the author and the story—bios, reviews, plot summaries, even a reading guide for "real" book clubs. But the link that stands out most is the one to buy the book.
In what way is this a "club"? There's no interaction that I can see.
Now, they could put a picture of three white books with red, green, and brown books in between them. Then at least you'd have a "club" sandwich.