Tim Ferriss created four different trailers to promote The 4 Hour Chef. They were announced at the same time as the book website. Tim shared the trailers on his blog.
Within 6 months, it had become most-viewed non-fiction book trailer of all time with 1.5 million views. Tim shared more about the video at How to Create a Viral Book Trailer (or Get 1,000,000 Views for Almost Anything.)