In a study conducted by Yale University, it was observed that when two people ate a piece of chocolate, they each described it as more flavorful and enjoyable than either of them did when one person was eating the chocolate and the other person was doing something else. Experiences, both pleasant and unpleasant, are more intense when shared.

Understanding and harnessing this dynamic is invaluable in any communications effort, whether cultural, educational, corporate or political. The impact of a message is amplified, indeed transformative, when experienced with others.

This power of collective experience is evident at sports events, rallies, and in the influence of social media; however nowhere is it more palpable than among audiences of live cultural performances. The visceral connection among audiences, who can hear and feel each other’s gasps, laughter, tears, or silence, who are moved in unison, and who, in turn, energize the performers, is exponentially powerful.

According to Chris Cavanaugh, Executive Vice President of the event management company, Freeman, chief marketing officers are investing more in event and experiential marketing these days, “because live brand experiences are proving their ability to engage audiences effectively in an increasingly noisy world filled with so much digital marketing.” They are most effective because they draw on the basic needs of human beings to connect.

There are a myriad of important and useful tools of communication, including print, television, radio, film, video and rapidly expanding social media platforms. But ultimately they work best when they are leveraging live contact; there is no substitute for actually bringing people together.

Maria Basescu is a senior advisor at Denterlein.