Report on AARP's Tiger Woods Tweet
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In order to push back on the notion that members are all retired and finished with their careers, AARP seized upon the opportunity to change the conversation and garner earned media. Read more in the deck.
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Report on AARP's Tiger Woods Tweet
- 1. I I . In order to push back on the notion that members are all retired and finished with their careers, AARP seized upon the opportunity to change the conversation and garner earned media to extend the life of the story. As Twitter is the place for real-time conversations on recent events with influencers, AARP chose to tweet an incisive, witty retort that highlights the tenets of the brand. An intentionally edgy tone would attract the attention of the sports media. I . Asked by a reporter on Tuesday about the possibility of retiring due his deteriorating play, Tiger Woods replied, “I don't have any AARP card yet, so I'm a ways from that.” This quip lead most coverage of the otherwise uneventful pre-tournament press conference. B A C K G R O U N D BACKGRO UND ST RATEGY 1 AARP SOCIAL TIGER WOODS TWEET REPORT July 17, 2015 S T R AT E G Y I I I . Once tweeted, AARP promoted the tweet to sports influencer accounts on Twitter. Within the hour, Kyle Porter – golf writer for CBS Sports with more than 8,900 followers – had tweeted it out. E X E C U T I O N
- 2. I . Once the journalists in the sports world saw the tweet, publishers such as TMZ, Fox Sports, ESPN and Yahoo Sports almost immediately ran pieces on the AARP response. The coverage extended into broadcast coverage from ESPN’s Sportscenter, FOX Sports, and the CNN morning show. RESULTS R E S U LT S 2 AARP SOCIAL TIGER WOODS TWEET REPORT T W E E T S P E R H O U R 0 250 500 750 1000 July 14 Initial Comment AARP Response July 16July 15 July 17 I I . In addition to over 26 top-tier media placements, the initial tweet earned more than 3,500 retweets and 2,400 favorites in its first 24 hours. I I I . Beyond the original tweet, more than 3,800 additional tweets were generated by individuals in the conversation around AARP and Tiger Woods. I V. The response to the AARP tweet far exceeded the reach of the original story, extending its reach an additional 3 days and significantly changing the conversation over the original mention by Tiger. V. The audience on Twitter reached an estimated 49,249,290 and the combined audiences of top-tier earned media exceeded 73,934,659, which television placements alone creating $147,432 in estimated publicity value.
- 3. EARNED MEDIA T O P T I E R E A R N E D M E D I A O U T L E T S 3 AARP SOCIAL TIGER WOODS TWEET REPORT Outlet Audience Boston Herald 709,000 BroBible 372,000 Bleacher Report 6,720,000 CBS Sports 3,330,000 Chicago Sun Times 1,120,000 Detroit News 523,000 ESPN 17,780,000 ESPN South Jersey N/A Fox Sports 2,110,000 Golf Digest 5,000,000 Mashable 4,800,000 HarRord Courant 591,000 Kansas City Star 590,000 MSN 7,780,000 NY Daily News 3,790,000 NY Post 3,150,000 Sports Illustrated 5,700,000 USA Today 5,000,000 Washington Post 5,300,000 12-‐TV, New York 950,400 WFOR-‐TV Miami 950,000 WFXT-‐Boston 950,400 ESPN -‐ Sports Center 589,096 CNN -‐ Early Start 294,300 ESPN -‐ Olbermann 635,463 TOTAL 73,934,659
- 4. TA M M Y G O R D O N V I C E P R E S I D E N T T G O R D O N @ A A R P. O R G A N D R E W B AT E S A N A LY T I C S A D V I S O R A B AT E S @ A A R P. O R G LE ARNINGS & QUESTIONS C O N TA C T 4 AARP SOCIAL TIGER WOODS TWEET REPORT I . Changing the conversation around aging requires that while we acknowledge AARP can be subject to humor, we are also capable making some bold statements that demonstrate the viability of the aging. Moving forward, AARP must wisely choose the times where this tactic is appropriate and beneficial. O P P O R T U N I T I E S I I . While a softer response would have caused less controversy, the boldness, timing, and incisiveness of our comment garnered earned media and changed the conversation. By being somewhat polemic in the defense of our brand, AARP retook the narrative and changed perceptions. I I I . We will continue to identify opportunities to turn a negative or snarky comment about our brand into a conversation that allows us to portray ourselves from a position of strength rather than ridicule.