Which innovative marketing strategy for a novel involved creating a fake cult website, mysterious street art, and interactive online puzzles that led readers to discover the book organically?

The publishing industry has evolved dramatically in how books are marketed to readers. From traditional bookstore displays to modern digital strategies, publishers have developed innovative approaches to connect readers with stories. This trivia question explores a groundbreaking marketing strategy that transformed how readers discover and engage with literature.

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The 'Night Circus' immersive scavenger hunts where participants followed red scarves placed in cities worldwide
The 'House of Leaves' alternate reality game where readers decoded messages hidden in book margins
The 'Raw Shark Texts' campaign with hidden 'un-chapters' scattered across the real world and internet
The 'S./Ship of Theseus' multi-platform experience with physical artifacts inserted in library books