Dan Brown, author of The Lost Symbol, launched his book campaign in Toronto with a brilliant promotional stunt.

Once the morning flow of commuters came into Union Station in Toronto, all they saw sitting on the benches were people reading The Lost Symbol. These professional ‘book readers’ were literally buried nose deep in the first chapter of Dan Brown’s the Lost Symbol. After the flow of commuters saw all these professional ‘book readers’ a salesperson was set up to sell The Lost Symbol book.

This is buzz marketing at its best. When commuters saw all these people reading The Lost Symbol, they must’ve wondered “what’s this book all about – it must be good!”.