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

10. Red Bull
(De)
INVOLVEMENT
Inv
ESCAPE
Esc

11. 2. Woo them when
they’re in the mood

12. Give gifts that solve
consumer issues

13. …and link them to a
behaviour

14. Disneyland,
Paris
(Fr)
BELONGING
Be
ESCAPE
Esc
ASSOCIATIONS
As
EXPERIENCE
Exp
©WEBER SHANDWICK 2012 All rights reserved

15. 3. Strut your stuff

16. ©WEBER SHANDWICK 2012 All rights reserved

17. Strut brands always
act with conviction.
They never follow
convention.

18. Apple
(UK)
INVOLVEMENT
Inv
HERD BEHAVIOUR
HBv
SOCIAL TOTEMS
ScT

19. 4. Make yourself a
one-off

22. ©WEBER SHANDWICK 2012 All rights reserved

23. IKEA
(Fr)
INVOLVEMENT
Inv
SOCIAL TOTEMS
ScT
©WEBER SHANDWICK 2012 All rights reserved

24. What’s YOURS?

25. The Science of
Engagement