Genius on so many levels. I can't believe @islstl hasn't posted a link yet. I can in a few hours if no one beats me to it.
The short answer is 1. The ball has to be kicked in the right place 2. The return team has to sell it, if everyone flocks to the guy that "isn't" getting the ball and pretends to block then the coverage team is sure to follow them. The most difficult thing is getting them to recognize what direction the ball is going in? I guess a good indicator as to if this play is "On" is once the kick is away everyone on the return team looks up to see where it is? That is the part that has me stumped.