AARP - THE REUNION TOUR ACTIVATION
The #1 Prospect-Generating Program at AARP
Integrated Marketing & Event Production
Timeline: 2022 – 2023
The Challenge
Expand AARP's reach beyond its traditional audience to meaningfully engage a multicultural demographic — while building a robust data capture strategy. The initiative sought to drive awareness and deepen understanding of AARP's commitment to the Black community, spotlighting key programs including Age Inclusion and AARP Rewards.
What We Did
Partnered with gospel icons Kirk Franklin, David Mann, and Tamela Mann to create an immersive brand activation across their historic Reunion Tour — a 23-city run that reached over 208,000 attendees nationwide. Leveraging the cultural resonance of the tour, we developed a dual-market activation strategy designed to maximize impact in AARP's highest-priority markets.
The experience was brought to life through a 360° engagement approach spanning pre-show, live event, and post-show touchpoints, amplified through targeted social extensions. At the center of the activation was an exclusive VIP Sweepstakes Experience, giving audiences the opportunity to win a coveted meet-and-greet with David and Tamela Mann — creating a powerful, personal connection between fans and the AARP brand.
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.