It's the latest Shenmue campaign. Let's Get Sweaty's pretty much the guy running the show, so he'd be the best one to talk to about it. In a nutshell though, on the 3rd of every month, TeamYu tries to get as many people as possible to tweet "#GiveYuTheShenmueLicense" or summat along those lines. SEGA's usually tagged in the tweets. Yu Suzuki has nothing to do with it, it's basically trying to put pressure on SEGA to release the rights to him so he can finish the series without the executives stonewalling him.
Whilst it may not be successful in getting a direct response from SEGA, it's one of the more successful campaigns in terms of mass contribution and resilience. More and more people seem to join every month, although with the help of Thunderclap, this should be a given now.
They usually host competitions too, and the best or most original tweet can win you a prize. Just don't expect to win a Master System game that you can play on a pre-Mega Drive era build of a Saturn.