All you need to do is hold a competition. You know - get people involved, give away some prizes, promote that book?
After all the years I worked on the Grand Theft Auto games, I'd gathered a fair collection of Rockstar prap - the sort of merchandise game development companies typically give their employees: hats, cds, jackets, games, keyfobs, t-shirts. Sometimes it's collectable. (Although usually you'd rather have had a cheque.)
So my agent and I thought it would be fun to hold a GTA competition to promote Scar Night. We decided on some prizes and announced the contest on a few groups. And that's when the trouble started.
"Yo niga, u gona get fucked/spammed/destroyed/raped", etc, etc.
Self-styled teen gangstas didn't want these sorts of prizes, they wanted guns with "Rockstar on the grip - Kool." They wanted "hookers wif uzis". And they didn't like "noobies". This was their Myspace patch and they were defending it.
I shouldn't have taken the bait, but I got into a virtual slugging match with somebody, which led to a virtual brawl, which led to a full-on gansta spammer virtual incursion of my Myspace page.
Anyhoo, I pulled the competition faster than Larry Silverstein pulled WTC 7. My Myspace profile fared better than Lebanon (it's still standing). But it's going to be a while before I decide to hold another competition or get dragged into another virtual war. Writers are supposed to lead quiet lives.