This most recent effort comes to us from across the Pond, regarding a forthcoming book called MR. TOPPIT. Apparently, the publishers took out a large add in the Times, claiming to be the characters in the book who then went on to denounce the book as unauthorized. Nothing courts controversy like something being made public that was never meant to see the light of day. The ad then directs you to a web site for more information but when you arrive there, the site claims to have crashed due to high volume of traffic but clicking on the "more info here" bar sends you to a blog with further mocked-up info.
It's kinda fun (says the geek who enjoys all the tertiary internet diversions offered by the producers of LOST).
One bit of frustration is that after only a base level of searching, I still don't know what the book is about. But here's the thing: I want to find out. So I'm going to keep digging. Damn their ability to spark my curiosity!
It's a fun little gamble that Penguin has taken. I'm really fascinated by risky attempts at book publicity; the more creative, the better. I remember a stunt a few years back involving carting a casket full of books around town and handing out free copies. (Was that also London? I can't remember. I couldn't find it in a quick Google search. If you remember this and have the info, send it my way.) What remains to be seen, of course, is if it will translate into sales. What's obvious is that it's translated into attention, which is half the battle right there.
Now, if you'll excuse me, I have to go figure out what this book is all about. I have to.
UPDATE: I found it. I cheated. You'll have more fun if you burrow through the blog.