The Jejune Institute

It suggested that The Jejune Institute “combined a Fluxus stunt, a freelance crowd-psychology experiment, a ludic self-help workshop, interactive promenade theatre, and some traditional hipster bullshit.”[2] People discovered the experience through fliers for dolphin therapy and the "Aquatic Thought Foundation" placed around San Francisco, or via word of mouth.

Visitors went to the 16th floor of the building and watched a video in an automated "induction room", before embarking on a two- or three-hour walk around San Francisco's Financial District and Chinatown.

[5] The third chapter was set in the Coit Tower park area of San Francisco, where visitors could view videos showing events from the past.

[5] The fictional Elsewhere Public Works Agency (EPWA) is an underground rebel group trying to dismantle the Jejune Institute.

[5] Players received emails from the EPWA instructing them to attend a seminar on 10 April 2011[5] to overthrow the Jejune Institute.

150 people gathered in the Garden Room at the Grand Hyatt in San Francisco, California for the “Socio-Reengineering Seminar 2011: An Afternoon of Rhythmic Synchronicity".