Book publishers aren’t known for being terribly exciting with their marketing, however Double Day is giving it a damn good stab. They’re promoting a new book, The Traveller, as Alias meets the Matrix (already sounding like a Hollywood pitch then). They’re marketing it with street teams, hyping the editor (he also edited The DaVinci Code), running an ARG and highlighting the mystery surrounding the author.

Author John Twelve Hawks (buh?) supposedly lives "Off The Grid" - untraceable phone line, no address, masked voice. All a cunning hoax? Who cares, it’s all pretty intriguing even if that’s exactly what the publishers intended. Suddenly there’s more to it than "just a book". Cool stuff. (via Kotaku)