Animated Letters

I’m trying to setup something similar to Yugop’s amaztype experiment ( I guess the easy way out would be to make an array with some X and Y coordinates for each letter and then attachMovie to each one of those coordinates but that just seems like a very inefficient way of accomplishing this.

Does anyone have a clue on how Yugop went about doing this. Does he take the input text, write it out dynamically, and use some type of wacky hittest+otherstuff method to define where to apply the books?