The TITLE OF THE THING has already become a thing.
Fans across the world used their social media accounts to unlock a secret image on TODAY.com containing the name of Brown's next book. Through Facebook and tweeting the hashtag #DanBrownTODAY, viewers helped fill in a live mosaic that slowly revealed the book’s cover.
Crack the code: Inferno
Read about the code: Flood UK
So that's what is happening. A big publicity push to UNLOCK THE PUZZLE. Turns out the puzzle is the title of the book. And you "unlock" it by giving the publisher and author some free publicity.
Interesting times, folks.