Doubleday has said it is planning to use social networking sites including Facebook to launch codes, brainteasers and puzzles in the lead up to the September publication of 'The Lost Symbol'.
Doubleday’s decision to use puzzles to promote the book follows on from a number of marketing campaigns tied in with film versions of 'The Da Vinci Code' and its prequel 'Angels & Demons' that featured brainteasers.
The best-known campaign was Eurostar's award-winning £7m push featuring an online competition consisting of puzzles and teasers in 2006. The winner of the competition received €200,000 (£137,000).
The format has also been used for a tied into the launch of the 'Angels & Demons' film. A cover wrap surrounded the newspaper's second section, TMoS 2, featuring a puzzle that conveys the focus of the film -- the hunt through Rome against the clock.
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