Gaiman's crowd-sourced Twitter story

From Lynn Andriani for Publisher's Weekly:

Fantasy writer Neil Gaiman is writing a new crowd-sourced short story on Twitter. Starting [today] at noon EDT, the author—and well-known Twitter fan (@neilhimself)—will Tweet the first line of a new story, and fans can continue it with their own 140-character contributions. BBC Audiobooks America will then compile the contributions—they expect about 1,000—into a short story that will be recorded by a professional narrator.

Update: More background from BBC Audio Books America (BBCAA) who are organising the whole thing. And @BBCAA on Twitter is where the story tweets should go.