AARP TikTok: Intergenerational Pop Culture Trivia Series

A key platform in AARP’s efforts to reach and engage Generation X, TikTok presents an opportunity to enhance perceptions of our brand and establish meaningful connections with a new audience through the development of relatable, entertaining and engaging content. Our experience on TikTok thus far has taught us that nostalgia and pop culture are key elements for success, serving as a unique way to reach and engage our audience with humor and relatability, and the connection of shared experiences. And as AARP, we have an opportunity to stand out by leveraging these themes to not only connect with Gen Xers but also to highlight intergenerational connections in a positive way.
THE CONCEPT:
Our intergenerational trivia series is a friendly competition between three AARP colleagues from different generations, answering rapid-fire pop culture questions. Each game features five questions drawn from each generation’s youth and early adulthood, ranging from movies, TV and music, to toys, games and sports, to fashion, technology, current events and more.
Though the game is scored, the competition is all in good fun – with participants laughing, cheering each other on, and delighting in the discovery of answers that cross generational lines.
THE RESULT:
At a time when “generation wars” are in the spotlight on social media and in news headlines, this series engages multiple generations in a playful way and shows people of different generations engaged in a positive interaction and discovering things that they have in common. And, our audience has responded positively, with comments like:
"I’m addicted to watching these"
"I literally love these!! Please keep them coming"
"AARP got something going! Y’all need to make this into a game show"
"THIS is how you do an ad"
"You know it’s a good ad when you watch it twice. This was so much fun. Loved their chemistry too"
To date, this series has generated 32M views, 394.7K likes, 7.7K comments, and 10.2K shares.