Which innovative product launch strategy helped Andy Weir's 'The Martian' transform from a self-published novel to a bestseller before becoming a blockbuster film?

In today's competitive literary market, successful book launches rely on sophisticated product marketing strategies. Publishers and authors must balance traditional approaches with innovative digital campaigns to capture reader attention. This trivia question explores a notable marketing technique that revolutionized book sales in recent years, demonstrating how creative product launches can transform an author's visibility and commercial success.

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Serialized release as free chapters on his personal blog before offering the complete e-book version for $0.99
Exclusive hardcover pre-release with handwritten notes in 100 copies distributed to major literary critics
Interactive augmented reality app that allowed readers to explore Mars while reading corresponding chapters
Limited edition boxed set with actual meteorite fragments marketed as 'Authentic Mars Rocks'