One of AARP’s social media objectives is to create engaging, shareable content that resonates with Gen X, often through nostalgia, while reinforcing our mission to empower people as they age. When we learned the cast of The Goonies, a beloved Gen X classic, would reunite at a local convention, we saw an opportunity to deliver both nostalgia and meaningful insight.
Our idea was to capture a moment that would spark joy for fans by giving them a behind the scenes look at one of their classic childhood films, while also reflecting AARP’s mission. On the red carpet, we asked Sean Astin: “Goonies was your first film at just 13 years old, was there anything you learned then that you still use in your life or work today?” This question was designed to bridge childhood memories with life lessons.
His response exceeded expectations. Astin told a heartfelt story about practicing his audition with his father, actor John Astin of The Addams Family, and receiving advice to keep his performance authentic and true to himself, a principle that has guided him throughout his life and career. This revelation surprised and delighted viewers, many of whom had no idea of the family connection. That unexpected link became a major driver of the video’s virality, sparking thousands of comments and shares as fans expressed their amazement.
This authentic and surprising moment delivered beyond expectations, celebrating Gen X nostalgia while promoting AARP values of lifelong growth and empowerment.
To capture this moment, we sent a small, two-person crew to the convention, ensuring the interview felt intimate despite the bustling atmosphere. This approach allowed us to focus on authentic conversation rather than spectacle, keeping the spotlight on Sean Astin and his story.
Our publishing plan was equally intentional. We released the video on Father’s Day which happened to be a few days after The Goonies 40th anniversary, creating a perfect blend of nostalgia and emotional relevance. The timing amplified the impact of Sean’s story about his father, John Astin, and reinforced the theme of family and life lessons. But what truly sparked surprise and delight from viewers was the revelation that Sean’s father was none other than the original Gomez Addams from The Addams Family. Many viewers had no idea of this connection, and that unexpected link between two beloved pop culture icons became a major talking point.
Knowing this unexpected family connection would spark curiosity, we opened the video with photos of John Astin alongside Sean’s interview shot to immediately grab attention and stop the scroll. This visual cue signaled a second layer of nostalgia and set up the reveal that delighted viewers. Fans were captivated by both the heartfelt story and the surprising connection, driving thousands of comments, shares, and conversations across social platforms.
The structure of the video was simple yet powerful. The first half set the stage with context and nostalgia, while the second half focused entirely on Sean’s heartfelt story about his father’s advice to “stay authentic.” We deliberately avoided adding music, graphics, or heavy editing. Instead, we let Sean’s words carry the emotional weight, creating a raw and genuine moment that resonated deeply with viewers.
Challenges included navigating a crowded convention space and securing time with a high-profile actor on a busy red carpet. Our small crew adapted quickly, capturing clean audio and video in a dynamic environment without sacrificing quality. The uniqueness of this project lies in its balance: blending pop culture nostalgia with AARP’s mission-driven storytelling in a way that felt organic, inspiring, and shareable.
Our objective was to create a nostalgic, shareable moment that aligned with AARP’s mission, and the results far exceeded expectations. The video became one of our most successful pieces of original content, thanks to its heartfelt message and the surprising reveal that his father was John Astin. That unexpected connection between two pop culture icons sparked thousands of comments, shares, and conversations, driving virality and amplifying AARP’s values of lifelong growth and empowerment
Performance: Across Facebook and Instagram, the video garnered 26.9 million views and 573,918 engagements.
On Instagram, the reel achieved 7.9 million views, while the Facebook post drove 19 million views.
Audience Response: Comments poured in, revealing surprise and delight at the family connection and the heartfelt advice:
“Whoa wait a minute—Sam from Lord of the Rings is Gomez Addams’ son!”
“WHAT?!? Who else knew Gomez Addams’ son found the treasure of One-Eyed Willy?!”
“Best acting advice I got was ‘stop acting.’”
These reactions show how the content sparked conversation and nostalgia while delivering meaningful life lessons.
Engagement Strategy: AARP social amplified the moment by actively responding to comments, encouraging dialogue, and sharing user-generated reactions. The conversation extended beyond our channels, with creators posting their own reaction videos and Parade magazine featuring the story.
Fans loved Sean Astin’s heartfelt story and were captivated by the reveal that his father was the original Gomez Addams. This blend of pop culture and mission-driven storytelling created a viral moment that reinforced AARP’s values of authenticity, growth, and family.
