Interesting way to promote a book

For the release of the book Deception their is a viral campaign where they have brought the lead character to life as he investigates the murder of Elise Freeman at www.alexdelaware.co.uk

The website features an evidence area and an online test to determine your criminal empathy - although apparently I am a 'victim' and am 'taken advantage of'!

The creepiest part is that they have recreated the video plea that the victim has recorded in the book - bringing it to life online and engaging the audience to find out more. You can then further interact with Alex Delaware via his twitter feed, having your own go at cracking the case! Very cool.