Which bestselling literary novel's launch featured 'midnight release parties' with themed costumes and activities, a strategy previously only common for children's books?

In the competitive world of publishing, a successful book launch can make or break an author's career. Publishers and authors increasingly use innovative product launch strategies to capture audience attention and drive sales in a crowded marketplace. This trivia question explores one of the most memorable and unconventional book launches in recent literary history that helped transform a debut novel into a global phenomenon.

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Donna Tartt's 'The Secret History' (1992)
Gillian Flynn's 'Gone Girl' (2012)
Erin Morgenstern's 'The Night Circus' (2011)
Anthony Doerr's 'All The Light We Cannot See' (2014)