Shea Serrano Sold His Latest Project Without Telling Anyone What It Was. But His 400K Twitter Followers Bought In, and He Thinks It’s Hilarious.

In a bizarrely effective marketing campaign, the cult-favorite writer refused to disclose anything about the short story he was selling and gave away unrelated ’90s action figures with changeable arms. His more-than-400,000 Twitter followers ran with the joke, and somehow it all makes perfect sense.