You've never seen anything quite like this. The MP3 experiment can only be described as some sort of hybrid between a flash mob and outdoor dance club.
Thousands of people download an mp3 file online, collect a few specific items and then head to a specified location at a predetermined time. Then everyone presses play...
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.
David Pogue of the New York Times participated in our 2009 experiment and wrote:
It was hilarious. The crowd was young and fun, and the whole thing was orchestrated, planned and written exceptionally well. What a totally, totally cool idea: part mass hypnosis, part party, part comedy club… like a political rally, but with more to do. Find a way to be part of it.