Which marketing innovation did Scholastic use for the 2005 launch of 'Harry Potter and the Half-Blood Prince' that became a standard practice for major book releases?

Test your knowledge of innovative marketing techniques that transformed books into cultural phenomena. The publishing industry has seen remarkable examples of product launches that broke traditional molds and created unprecedented demand. This trivia explores one such revolutionary campaign that changed how publishers approach book marketing.

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Midnight release parties with themed costumes and activities
Releasing the first three chapters as free online content
Printing limited edition covers with augmented reality features
Creating an alternate reality game where readers solved clues about the plot