Piggybacking a hit release

I’ve read articles online about how to promote your book by using press releases to piggyback onto a hit release.  Maybe you have a book that is similar to Twilight, Harry Potter or maybe an Amanda Hocking novel.  Have you tried to jump on the bang wagon and use their success for your own gain?
I’m not sure how I feel about this.  Self published authors would love to be able to share your thoughts and experiences.  

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