This TED talk explains what the OP is talking about:
Unfortunately I highly doubt the official campaign is capable of this kind of sophisticated social strategy.
I disagree. The campaign is running with a motto of Peace and Prosperity which is the answer to "why" they should support Ron Paul. I have noticed in my interactions that if you sell the why first, the defenses come down and you can have a real debate. If we get sucked into the issues first it is very difficult to change people's minds.
Bruce Fein was paraphrasing John Quincy Adams in a recent interview and I think speaks to the heart of the issue the campaign is trying to address. Here's the actual JA quote:
Her glory is not dominion, but liberty. Her march is the march of the mind. She has a spear and a shield: but the motto upon her shield is, Freedom, Independence, Peace