From adrants.com, October 17, 2005:
Book Promoted With Coffin
by Steve Hall
To promote the first Italian edition of Robert McCammon’s book, “They Thirst,” a coffin full of books was carried through the streets of downtown Rome. A street team, which carried the coffin on their shoulders, offered everyone a coupon of sorts for a free coffin in case they found themselves facing death by vampire. The stunt was created by guerrigliamarketing.it for Gargoyle Books and induced smiles, curiosity and various odd religious rituals among onlookers.
Click on the images to view larger versions. There’s also video on YouTube below.