Here's some quotes from an interview with Michael Grant.
What is “Go BZRK”? Is this a book or some kind of interactive story?
Both. The book comes out this winter, but the interactive part starts now. One leads up to the other, but they’re part of a complete package.
There are different approaches to transmedia. Most people take a single story and reproduce it on various platforms. My philosophy has been to make each element – ARG, app, web, book – a thing unto itself, each revealing some aspect of the world of BZRK. I’ve been fascinated with this is as a new way to tell stories. The book remains central, but now I can reach beyond the book and create a much more complete world. I can tell stories that enhance the book, and stories that parallel the book, and stories that are offshoots of backstory. I guess the answer to “why” is “because it’s fun.”
Still confused? (Text taken from the official GoBZRK website)
The transmedia narrative now running is story and character driven. While there are game elements, it’s the narrative that’s most important. Michael Grant is known for delivering strange, compelling worlds filled with rich characters and “Go BZRK” is no exception… it just happens to live online in assorted formats like websites, blogs, games, and video, rather than through the printed word alone."
I'd lie if I said that I'm not dying to know more about this project. The story is right now starting out at Societytwins.com and NexusHumanus.com. I've been looking around at both websites and I have to tell you, this does sound really creepy indeed. I'm looking forward to finding out how everything proceeds. You can find more information on GoBZRK.com