Ha. I say that ironically, of course, because sometimes self-promotion can be downright cringe-worthy. I speak from experience, having had to approach bookstores first-hand to stock my London guide book. Luckily the results were generally positive... but still my face flamed and my hands shook (you can read about it here).
But it's great when you see author's promotional efforts -- with unique and innovative methods -- pay off. One recent example of this is the interactive widget developed by author Caroline Smailes for her book Like Bees to Honey. I've seen this everywhere on Facebook, Twitter, blogs... and I quickly became addicted myself!
This is a brilliant example of an author thinking out of the box to generate book buzz! I hope to do a similar thing with The Hating Game, something like this to do with ex-boyfriends or ex-girlfriends, perhaps? :)
What out-of-the-box methods of book promotion have you seen?