AARP - THE REUNION TOUR ACTIVATION
The #1 Prospect-Generating Program at AARP
Integrated Marketing & Event Production
Timeline: 2022 – 2023
The Challenge
Go beyond AARP’s historical audience, to reach a new multicultural audience and capture data. Drive awareness and education on AARP’s benefits and commitment to the Black community, with focus on their Age Inclusion and Rewards programs.
What We Did
Partnered Kirk Franklin, David Mann and Tamela Mann to create an immersive activation at their historic Reunion Tour, which reached 23 cities and 208,000 people across the U.S. We created a dual activation strategy where we maximized efforts in AARP’s top markets. It included a unique VIP Experience audience sweepstakes, which included an exclusive meet-and-greet experience with David and Tamela Mann. The activation included activities pre, during, and post the show, which included social extensions.
The Results
We exceeded AARP’s historical benchmarks for new prospects, which was our #1 objective. 208,000 people across the tour in the arenas and drove millions in awareness via social and other tour advertising. We also drove awareness and sign-ups for the AARP Rewards program.
Let's Show Up Where Your Audience Already Is.
AARP didn't wait for people to find them. They met communities on their own turf and became the #1 program in the building. If you're ready to earn attention instead of buying it, let's talk.