Which book marketing campaign was the first to use an elaborate online puzzle game that went viral, creating a massive following before the book's release?

The publishing industry has seen some revolutionary marketing campaigns that transformed books into cultural phenomena. From midnight release parties to viral social media campaigns, publishers have found innovative ways to launch books into bestseller territory. This poll tests your knowledge of the most influential and groundbreaking marketing campaigns in literary history that changed how books reach readers and created unprecedented buzz in the literary world.

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The 39 Clues series (2008), with its multimedia treasure hunt and collectible cards
The Da Vinci Code (2003), with its online cryptex puzzles and historical riddles
Cathy's Book: If Found Call 650-266-8233 (2006), with its real phone numbers and websites creating an alternate reality game
Night Film by Marisha Pessl (2013), with its companion app revealing hidden content using image recognition