42's market experiences have yielded key insights that inform our creative efforts, including: Stories that touch an audience throughout their daily lives – via means expected and unexpected – deliver an immersive and memorable experience. Given the right environment and experiences, people will organize themselves into a cohesive, active, and self-sustaining community. People thoughtfully drawn in – by story, by community, and by buzz – become a powerful and loyal audience that will drive others to the experience. Story elements that are artfully placed across existing media platforms are an effective way to deliver content as well as to drive attention to everyday messaging. Interactions become more meaningful when they connect individuals from their local environment to a larger community. Community, participation, and dialogue with the audience is at the heart of everything 42 creates. To build the broadest and most engaged audience, we customize our experiences for participants based on their level of interaction: