This is beautiful work. It redefines a whole experience.
To promote their Express service from London Victoria to Gatwick Airport, the Gatwick Express comissioned Radio 1 DJ Benga, indie band The Milk and film composer/cellist Philip Sheppard to create three 30 minute Express Tracks that serve as a soundtrack to the exact 30 min journey.
And the only way to experience the tracks is to buy a ticket online and take the train. Great way to enhance an otherwise ordinary experience, influence behaviour and create buzz.