Author Ramit Sethi sent his book "I Will Teach You To Be Rich" rocketing up the Amazon bestseller list on Monday, propelled by Workman Publishing's unique plan--giving away a Kindle each hour.

Beginning at 8 am, the author began giving away one Kindle to a lucky reader. According to Publishers Weekly, anyone who bought Sethi's book on the Internet was eligible for the giveaway. All day Monday, Sethi kept in touch with readers via Twitter and streaming video.

Workman has a second-printing planned. Here's more from the article: "Sethi hosted a video chat all day, at one point attracting more than 1,000 visitors ... Sethi's book, a $13.95 paperback, offers young people a six-week plan for building financial security."