Dive Brief:

• Writing for Forbes, Krisztina Holly makes a case for curated experiences—events that create reasons for participants to share on social media—as the future of marketing.
• One such event, The Industry LA's "Invisible Cities" opera, is a live production that takes place in Los Angeles' busiest transit hub, Union Station, creating a "make your own adventure" experience for the 200 or so headphone-wearing viewers moving throughout the space.
• Ad agency RPM's creative director, Franz Aliquo, says that things that things like this, which transform consumer's mundane day-to-day existence into something magical, should be something brands should strive for to drive viral sharing.

Dive Insight:

It's hard to argue that consumers are wont to share "amazing" things that happen in their lives on social media. If brands can tap into experiences that emulate things like "Invisible Cities," they may find entirely new audiences to expose their products to because they'll never forget how that company made them feel.