Tornado Week kicked off today for the Weather Channel — both on screen and in the network's office.
The channel has announced a Twitter campaign to promote its upcoming mega-block of tornado-centric programming. Weather Channel interns will be buffeted by a "Twitter-powered tornado" throughout the day, which can be seen on a live feed streaming to the web. The more tweets referencing the campaign's #TornadoWeek hashtag, the harder the artificial wind blows. Should the campaign notch one million mentions, the winds will hit EF-5 levels. On the Enhanced Fujita Scale, EF-5 is the fiercest type of tornado, with winds topping 200 miles per hour.
By midafternoon, the campaign had racked up thousands of tweets — many of them, perhaps unsurprisingly, snarky — as curious Twitter users sought to make things more interesting for themselves, and for those wind-battered interns.
You can watch the live stream above. If you get bored, you know what to do.
THE WEEK'S AUDIOPHILE PODCASTS: LISTEN SMARTER
- Beware of Splenda: The backlash against artificial sugars
- The real story behind Deliver Us From Evil
- 43 TV shows to watch in 2014
- Stop making fun of philosophy and read some philosophy
- Sorry, we will not all be having sex with robots in the future
- How to be the most productive person in your office — and still get home by 5:30 p.m.
- 6 things the happiest families all have in common
- 13 Urban Outfitters controversies
- What would a U.S.-Russia war look like?
- How to live a long life, according to science
Subscribe to the Week