"Here’s how it works: we put an original mp3 file online (usually around 45 minutes long) that people download and transfer to their mobile devices. Participants then synchronize their watches to an atomic clock on our website, head out to the same public location, and blend in with others. At the predetermined time, everyone presses play. Hilarity ensues as participants carry out ridiculous, coordinated instructions delivered to their headphones via narrator “Steve” and everyone else tries to figure out what the hell is going on."