[JoeD]

A stunt and probably both a good and bad one.

With so many tweets (one per minute?!?!) you're going to be filling all of your followers feeds and washing away tweets by anyone else they're following. Unless someone is specifically following to read the story, I'd expect people might unfollow during the coming days of text.

Although from the pov of publicity, it's probably already a success as it'll get people talking about it.