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GOOGLE AND SONY - BUZZ MARKETING ‘THE DA VINCI CODE’
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Word-of-mouth publicity was effectively used in marketing the ‘The Da Vinci Code’. Prior to the novel’s release, Brown was a little known author, even in literary circles, let alone to the general public. Before the novel’s release, Doubleday distributed 10,000 low-priced and roughly edited copies to reviewers for suggestions.
Brown himself appeared at dinners with book chain stores employees and personally called hundreds of book store owners to thank them for ordering the copies. Even when the novel caused a sensation, Brown rarely gave interviews to the press. He gave a few interviews to book store web sites and the book thrived mostly on word-of-mouth publicity.
The Da Vinci Code has also spawned a new genre of fact-based fictional religious thrillers. Even television channels had jumped on ‘The Da Vinci Code’ success bandwagon to offer documentary programs based on the novel’s theme.
Graeme Mason, managing director of rights for Channel 4 International, said, “The phenomenal success of Dan Brown’s book showed the kind of enormous worldwide interest there is in these subjects. For our customers, the high-end ‘quality’ broadcasters’ world-wide, we see a demand for programs that look at these issues, but with a questioning, critical eye.”
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