i'm of the belief that just about every brand has assets that people love, but because those particular assets aren't directly connected to selling stuff, they don't get utilized.
this might not be the best example in the world (and by that, i mean this is NOT the best example in the world), but sitting in the front or back of a CTA train is constantly mesmerizing. even underground. highlighting that experience (videos? elite section of the train reserved for kids? etc) won't necessarily sell tickets tomorrow. but if it helps make a stronger emotional connection to the CTA, it will eventually.