I am reserving comment for the time being. It's kinda got this Shibuya-kei aesthetic, but more annoying than cool (on first listen).
Not sure but I'm sure simply having a "theme song" will generate some buzz and get people to check it out. For those who have no idea what Twitter is, the lyrics simply sound like some kind of weird random pop song (which is the point, methinks) so we'll see how effective it is but if it's picked up by enough folk and "remixed" on YouTube/NicoNicoDouga it could be an interesting campaign. Not sure that Twitter users in Japan are the type to do that, though.
Should be interesting to track nonetheless.