Case Stories - AARP
Imagine selling everything you own to travel the world and volunteer in impoverished nations. That’s what Stan and Marcia did…
AARP The Magazine, the world’s largest print publication, struggled with a reason for its 29 million readers to visit the magazine’s website. They also needed a way to tell their stories in a richer and more engaging manner than the confines of a two-column printed page would allow. Over the course of 13 years, Stan and Marcia visited 16 countries and recorded it all for others to see. When AARP looked to bring this story to life online they came to Immersion Active.
Only a rich and very special user experience could fully tell the tale of such a purpose-driven adventure. To answer the call, we created an interactive storybook – “At Home in the World: The Adventures of Stan and Marcia” – that included an interactive map that synchronized their destinations with a timeline of their travels, a diary of first-hand accounts, and a gallery rich with photos and videos.
Based on an older adults’ sensitivity to hype and hyperbole, it was essential that we delivery their story with a high level of authenticity. From our use of a typewriter-style font to convey the feel of their personal letters to the raw nature of their snapshots and home movies – each element remained true to Stan and Marcia’s journey. At the same time, the sheer volume of data and level of interactivity required our experience with the online preferences of an older consumer and some validation via our in-house usability testing.
Moreover, our journey with Stan and Marcia provided a transformative experience that enabled the site’s visitors to immerse themselves in a one-of-kind adventure they might not otherwise have gotten to enjoy if it were not for AARP.
This award-winning piece provided what AARP needed to drive their readers online and further monetize their online publication, so much so that they asked us to tell more rich media stories, including “When I’m 64,” a timeline of Paul McCartney’s life and “Movies for Grown-Ups,” an Oscar-like roundup of the boomer movies of the year. And after three years, “the Adventures of Stan and Marcia” remains a prominent feature on AARP: The Magazine’s homepage.
Everyone has a story to tell. Who’s telling yours?
This project was a great example of how the Web offers unique ways to tell a story — allowing us to make a real emotional connection with an older user.
Jonathan Boehman
Chief Creative Director/Partner
