Which innovative marketing strategy first introduced 'midnight release parties' as a major promotional tool for book launches, creating a retail experiential phenomenon?

The publishing world is filled with innovative marketing strategies that have turned books into cultural phenomena. From character-driven campaigns to immersive retail experiences, publishers have found creative ways to connect readers with stories. Test your knowledge about some of the most successful marketing campaigns that transformed books into bestsellers and literary franchises into household names. Can you identify which revolutionary approach changed the landscape of book promotion?

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The Harry Potter series, which turned bookstore launches into themed events where fans dressed as characters and participated in magical activities while waiting for the new release
The Hunger Games trilogy, which organized nationwide 'reaping' ceremonies where readers competed in themed challenges to win early copies
The Da Vinci Code, which created puzzle-solving events at bookstores where participants decoded messages to unlock special edition copies
The Twilight saga, which pioneered 'vampire hours' release events where fans met actors from the films while waiting for midnight