It starts with a story, a 3 sentence story, and then someone would add on another 3 senetences, but before the next person can contribute one person has to contribute a visual (photo video drawing animation) and another person has to add a voiceover.  So three people contribute to each segement (you can only contribute 1 thing per segment, you can't do the text/visual/voice yourself) and you see the story growing, and the different takes on the characters and scenes being created.

It begins:

Albert died at 11:11pm.  He remembers looking at his watch thinking what a neat time to die.  That was approximately 7 minutes and 11 seconds ago and Albert is not quite sure where he is.