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' which featured brainteasers.
The best-known of these campaigns was from Eurostar. Their award-winning 2006 £7m push featured an online competition consisting of puzzles and teasers. The winner received €200,000 (£137,000).
The format has also been used for a promotion tied into the launch of the 'Angels & Demons' film.
A cover wrap surrounded the newspaper's second section, TMoS 2, featuring a puzzle which conveyed the focus of the film -- a hunt through Rome against the clock.