Author Dan Brown's new book "Inferno" reached the top of Amazon's bestseller list even before its release, thanks to a carefully coordinated effort to build word-of-mouth-marketing by stoking intrigue around the novel, Andre Mayer writes. Fans were asked to tweet using the hashtag "DanBrownToday" to create a profile-picture mosaic that revealed the title. Publishers created a sense of conspiracy around the release by creating fake backstories for translators who were brought to Milan in secrecy to write the foreign-language versions of the book.

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