Which book launch campaign was the first to use an elaborate internet-based alternate reality game (ARG) that engaged millions of potential readers before the book's release?

The publishing industry has seen many innovative product launches that transformed how we consume literature. From groundbreaking marketing campaigns to revolutionary distribution methods, publishers have constantly evolved their strategies to introduce books to readers. Test your knowledge about some of the most impactful product launches in literary history!

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J.K. Rowling's 'The Casual Vacancy' with Pottermore integration
Sean Stewart and Jordan Weisman's 'Cathy's Book' with interactive elements and phone numbers
Thomas Pynchon's 'Against the Day' with the cryptic website againsttheday.com
Steven Hall's 'The Raw Shark Texts' with the 'Lost Pages' transmedia campaign