Oh, is there a new Dan Brown novel coming out next week?

The frenzy may not have reached Harry Potter levels quite yet, but the marketing rollout of “The Lost Symbol,” Mr. Brown’s follow-up to the international phenomenon “The Da Vinci Code,” is running full steam in advance of the publication date. Knopf Doubleday Publishing Group, which is shipping five million copies of “The Lost Symbol,” hired Special Ops Media, a company that designs Web marketing campaigns, to start pumping out Twitter clues on June 23. Nobody at Special Ops has been allowed to read the book, though, so the clues are more related to Dan Brown trivia in general.

On Tuesday the “Today” program begins a weeklong countdown to publication, with the host Matt Lauer divulging clues to various locations featured in the book. Mr. Lauer, one of only a handful of people who have been allowed to read “The Lost Symbol” in advance  and only after he signed an agreement not to reveal what’s in it, the publisher said  will interview Mr. Brown in a segment to be broadcast next Tuesday.

Last week Amazon’s chief executive, Jeffrey P. Bezos, posted a breathless memo to customers on the Amazon.com home page, informing them that the company was taking “one of the most anticipated publishing events of all time” very seriously. “We’ve agreed to keep our stockpile under 24-hour guard in its own chain-link enclosure, with two locks requiring two separate people for entry,” Mr. Bezos wrote.

Booksellers are hoping for a much-needed surge of traffic in a week with the release of not only “The Lost Symbol” but also two other much anticipated titles. Senator Edward M. Kennedy’s memoir, “True Compass,” comes out on Monday (first print run: 1.5 million copies), and Jon Krakauer’s “Where Men Win Glory,” a biography of the former National Football League star Pat Tillman, who volunteered for combat and was killed by friendly fire in Afghanistan, is being published on Tuesday (first print run: 500,000 copies).