What kind of advance marketing do publishers do when they give a book a million dollar advance?

The last book I heard of that got a million dollar advance was the YA epic fantasy The Queen of the Tearling.

How much pre-publication hype did that get?

I know once the book is available, the author has to do the round of talk shows, etc.

But what kind of advance marketing do publishers do when they give a book a million dollar advance?

I asked this in the publishing forum but got no real answers. I thought I'd try here; it looks like more people access this forum.

What kind of advance marketing do publishers do when they give a book a million dollar advance?