Client: AARP

Objectives: Drive new AARP member registration and generate peak levels of website traffic.

DJA Solution: An integrated offline/online decoder game was used to appeal to AARP's target audience. Consumers received game cards in the mail with a red acetate decoder screen. Consumers visited the AARP website, registered for a free "My AARP Account" and subsequently received a scrambled image in a pop-up window. By holding the acetate game card over the scrambled image, consumers revealed the instant win prize message.

Results: AARP's objectives were achieved by getting their goal of new member registrations and website visits, indicating this was the ideal, motivating tactic for 50 and over consumers.