How to promote your book with a kidnapping

These days, authors have to do more and more to publicise their books.  But being available for book festivals and interviews and having a website is not enough. 

Crime writer Stuart MacBride is going to write and direct a kidnap scene to promote his new book Shatter The Bones.  You can read about it here - http://www.thebookseller.com/news/138082-author-to-direct-kidnap-scene-for-hc.html

Personally, if I knew how I would love to turn Vile City into a computer game.