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  • 1. The Science of Engagement
  • 2. Science of Engagement Science of Engagement PR Product of the Year 2013 2
  • 3. Anthropology Dr Grant McCracken Three worldrenowned experts Neuroscience Dr Thomas Zoëga Ramsøy ©WEBER SHANDWICK 2012 All rights reserved
  • 4. ACCESS Ac ENHANCEMENT En INVOLVEMENT Inv AESTHETICS Ae ASSOCIATIONS As ESCAPE Esc MEANING Me BELONGING Be EXPERIENCE Exp De HERD BEHAVIOUR HBv NEWNESS Ne DESIRE PLEASURE Pl EMPATHY Em INTEGRITY In INTRIGUE Int RESPECT Rsp SOCIAL TOTEMS ScT SHARED VALUES SVs Nineteen Elements
  • 5. One concrete, meas urable tool
  • 6. Four GameChanging Principles
  • 7. 1. Mood-date them
  • 8. Red Bull (De) INVOLVEMENT Inv ESCAPE Esc
  • 9. 2. Woo them when they’re in the mood
  • 10. Give gifts that solve consumer issues
  • 11. …and link them to a behaviour
  • 12. Disneyland, Paris (Fr) BELONGING Be ESCAPE Esc ASSOCIATIONS As EXPERIENCE Exp ©WEBER SHANDWICK 2012 All rights reserved
  • 13. 3. Strut your stuff
  • 14. ©WEBER SHANDWICK 2012 All rights reserved
  • 15. Strut brands always act with conviction. They never follow convention.
  • 16. Apple (UK) INVOLVEMENT Inv HERD BEHAVIOUR HBv SOCIAL TOTEMS ScT
  • 17. 4. Make yourself a one-off
  • 18. ©WEBER SHANDWICK 2012 All rights reserved
  • 19. IKEA (Fr) INVOLVEMENT Inv SOCIAL TOTEMS ScT ©WEBER SHANDWICK 2012 All rights reserved
  • 20. What’s YOURS?
  • 21. The Science of Engagement