We activated the largest membership in the world, incentivizing cardholders to snap a photo and share everyday experiences.

The Ask

We needed to promote the benefits of AARP and announce the convenience of a new swipeable card. The card was created to remove friction from the redemption discounts. The only challenge? Getting customers to carry it.

The Approach

We made an experience that stood out as much as the savings did. AARP members age 50+ were active, socially savvy, forward thinking and using mobile phones more than ever. So we built a targeted, socially-focused media campaign and drove to a single, responsive destination.

From trips to the store to flights out of town, members were encouraged to “picture the possibilities”, and define what those possibilities were. They needed to carry their card, swipe it, snap a photo and share—which was incentivized with weekly prizes.

The experience tapped into AARP.org, Facebook, Twitter and email. We leveraged participating providers, influential bloggers, and lifestyle sites to co-promote and increase exposure, showing AARP’s vast number of possibilities.


  • Responsive Microsite
  • Media Outreach
  • Social Media Engagement
  • Consumer Engagement

The Outcome

By activating customers to engage with the product, we infused brand aspiration into promotion. The campaign acquired photos that elevated possible brand discounts as much as the new card itself.


Member stories


Hours of engagement