The Challenge
While people living in rural areas would benefit from increased access to AARP’s resources and educational material, rural audiences have historically been difficult to reach for AARP.
AARP wanted to foster authentic engagement in environments where these audiences would be receptive to their brand messaging. Engaging these fans required a solution that could break through barriers and cultivate genuine, positive brand associations.
The Solution
Alan Jackson's return to the road for his farewell tour provided the perfect opportunity for AARP to reach an audience who skew rural and conservative to share more about AARP’s mission to celebrate and support veterans, military service members, and their families.
By integrating custom video content and on-site activations powered by SET.Live, AARP and Alan Jackson provided fans with unique opportunities to interact, share, and engage with the brand, making the message part of the overall concert experience.
- In-Venue Display: MAX created custom display assets highlighting the partnership between Alan Jackson and AARP which were placed throughout venue grounds at each show
- In-Venue Video: Fans watched custom video content featuring Alan Jackson thanking veterans on behalf of himself and AARP and inviting fans to check in via SET.Live
- Experiential Footprint: In-venue AARP ambassadors registered fans for the chance to win an autographed Alan Jackson hat and talked with directly with people about AARP’s message
- SET.Live: Fans scanned a QR code or visited SET.Live to sign up for the chance to win an autographed Stetson hat from Alan Jackson. The tour partnership included tickets to each show for regional sweepstakes and for local AARP affiliates’ internal use.
- Email: Fans who checked in using SET.Live received a confirmation email that included an invitation to register for the AARP Virtual Performance with Alan Jackson to commemorate Veterans Day
- Livestream/Registrations: Fans completed SSO registrations to attend a virtual livestream performance by Alan Jackson celebrating Veterans Day with AARP
The Results
Each show included approximately 30 minutes of on-screen exposure to AARP messaging as fans waited for Alan Jackson’s performance. SET.Live enabled AARP and Alan Jackson to create a memorable, fan-first experience that amplified brand awareness and gave fans the opportunity to register for an in-venue sweepstakes.
The campaign culminated in Alan Jackson’s much anticipated final show: the AARP Virtual Performance with Alan Jackson to commemorate Veterans Day.
Fan response was overwhelmingly positive, as fans showed love and appreciation for AARP and Alan Jackson, highlighting support for United States Veterans.
