This Book Marketing Stunt Revives 'The Girl with the Dragon Tattoo'

In order to celebrate the release of David Lagercrantz' newest follow-up to 'The Girl with the Dragon Tattoo,' a Penguin Random House Canada put together a fun book marketing stunt.

With millions of books sold worldwide and a movie released with Rooney Mara, Lisbeth Salander has become a recognizable character. To generate buzz about the newest title in the Millennium Series, 'The Girl in the Spider’s Web,' 20 women were dressed up as Lisbeth Salander and sent loose in the city, handing out printed excerpts of the book at major locations in downtown Toronto, especially near big bookstores.

As an untouchable hacker in the book series, protagonist Lisbeth Salander was also responsible for "hacking" the Penguin Random House Canada social media accounts and announcing: "#theGIRLisback."