I don't tend to read novels but the story of this one caught my eye. It's called Daemon and it's an interesting study in what an author can do to build momentum for their book. Wired recently ran a short article about it here.
The author, Daniel Suarezes (who reversed most of those characters to "Leinad Zeraus" for credit on the book) tried the same old agent-to-publisher route but couldn't generate interest. He wound up taking matters into his own hands and got some key bloggers and other influential names interested in it. Next, he and his wife created their own publishing house, Verdugo Press, and are selling it as a print-on-demand title.
Although Bookscan numbers are still pretty modest the book currently has a very nice Amazon ranking (in the 1,500's), so the grassroots efforts are obviously paying off...and the Wired article doesn't hurt either!
So if you're an author, what steps have you taken to drive excitement for your book from influential people with huge platforms? Even if you have a small platform you can always work to leverage other people's platforms.