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
- Why Mitt Romney is perfectly poised for a comeback in 2016
- Why is the West so afraid of Islam?
- How to make classic pulled pork
- 8 secrets to steal from power networkers
- The Nazi smart bomb that inspired China's most dangerous weapon
- Here's the schedule very successful people follow every day
- The best places to find love — and lust — according to science
- What would a U.S.-Russia war look like?
- Don't vote for Andrew Cuomo
- How The Killing survived two cancellations and ended on its own terms
Subscribe to the Week