He once cleverly said, something along these lines:
If you tell me, I may forget. If you show me, I may remember. But if you involve me, I will understand.
Well here is some science to back up his wisdom.
The important learning here, is that if you want to break through to your target market - you need to create Full Engagement. Don't just push messaging out to consumers, create platforms for them to interact, touch, feel, talk, listen, share and more. The more they can become involved in your brand, and the more you Engage Fully with them, the more Fully Engaged they will be with your brand. And don't forget Full Engagement = loyalty = purchase.
The Return-on-Investment will surely be worth it.