To enhance the 30 minute train journey and encourage customers to buy their tickets online Gatwick Express had VCCP London commissioned popular artists (I'll pretend I know who Benga and The Milk are) to create a custom 30 minute track synced to the journey. It's like that Star Guitar but for 30 minutes and for real.
As shown in the case video the Gatwick Express Tracks site for the campaign is quite nice too. They have chosen to use a rarely utilised feature of scrolling.... ok it's overdone but the train that follows down is actually pretty cute.
It's worth noting that the video content for the campaign, outside of one video, has very low views. These days unless your video content is amazing you really need to support it with media.