Snapchat continues to push its ephemeral messaging app in different and unexpected directions. The latest addition is Our Story, a take on public event pages and photo albums which any users can contribute to – provided they’re experiencing it first-hand.

Snapchat will debut the feature at the Electric Daisy Carnival this weekend. After capturing a photo or video, users will see the event in their list of available contacts – tap the check-box and it’ll be added to the Story.

Our Story is designed to create quick, organic snapshots of a particular place and time. Brands and organisers will certainly be interested, as it promotes their event to all of Snapchat’s users in a fairly natural, authentic way.

The company says that if too many Snaps are uploaded to a single Story, there’s a chance it’ll step in and curate the loop as well.

Our Story is already integrated with Snapchat’s mobile apps. If you’re attending the Electric Daisy Carnival, just turn on location services and select ‘Our EDC Story’ on the ‘Send to…’ page to contribute a Snap.

➤ Introducing Our Story [via TechCrunch]