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Block Party


The Power of Surprise


Fun, festivities, and changing perceptions amongst Baby Boomers

Industry: Financial, Legal & Real Estate

AARP is the largest U.S. nonprofit organization that empowers those age 50 and older to choose how they live as they age, but the brand provides more services and benefits than many of its existing and potential members know about. AARP wanted an experience that reached audiences across the country to demonstrate that AARP is fun, in the community, and has something for everyone!

Not what you were expecting

We approached the program with the element of surprise. Every attendee was going to be surprised by the fun activities, surprised by the ditched pamphlets in favor of conversations or games, and surprised by the the variety of programs and opportunities that AARP offers. We arrived at the Block Party concept, which allowed us to “surprise and delight” audiences and showcase AARP content through unique activations that would positively change perceptions of AARP.

Getting in with the locals

From the Jacksonville Jazz Festival to the Sturgis Motorcycle Rally, AARP appeared in some unexpected places in an authentic way, showing that it’s local and in the community. Each location included exciting activities from dancing and spin art bikes to virtual reality experiences and photo booths. Visitors shared thoughts on commitment walls ranging from how they could improve their community to where they got their tattoos! The event evolved after each city as we learned what worked well and what needed to be rethought.

Now you know AARP

The program’s debut year resulted in more than 60,000 engagements in eight markets and generated about 6.5 million impressions from earned and social media. In year two, the reach more than doubled with 140,000 engagements at 12 events and 5.8 million impressions. The overwhelming influence of the Block Party program extended its life, and it continues adding to its reach — improving perception and knowledge of AARP and all it offers the 50+.

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