Twin Cities Events
MARKETING • CREATIVE • DIGITAL
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MIMA – Coffee + Case Studies: Filling up on Gas and Sandwiches (members only event)
April 11 @ 7:30 am - 9:00 am
Members Only Event
*members only event*
* Speakers/Case Studies Subject to Change
Carmichael Lynch – Conoco:
Conoco, a fuel brand with over 2,400 gas stations primarily located in Colorado and Montana, needed to reach a younger audience. Its target audience is a difficult one to engage: 18-to-24-year-olds, often paralyzed by their screens, who embrace couch culture more than IRL connections. They’re often immune to marketing and not likely to engage with brands.
So how do we get internet-addled youngsters to engage with a gas brand and “Choose Go with Conoco”?
We started with a simple question, “Why would young consumers follow a gas brand?” The answer is simple: They won’t.
We saw an opportunity to change the rules of social engagement, creating content that has driven the long-thought-impossible days of 1:1 organic-to-paid social reach.
Carmichael Lynch team Cavan Reagan Reichmann and Dustin Smith will discuss how they’ve created 1:1 organic vs. paid reach in the low-interest gas-and-oil category with a difficult-to-engage younger audience. They’ll share the ways they’ve used social listening and channel insights and a test-and-learn to optimize creative and targeting.
Fallon – Arby’s Free Sandwich For Life
There’s no brand more passionate and dedicated to sandwiches than Arby’s, and there are many sandwich fans out there who share this same level of passion. So Arby’s gave consumers a free sandwich for life, in the form of a tattoo, to help sandwich fans showcase their commitment and love for sandwiches. The idea caught fire – from USA Today to Jimmy Fallon, Today Show to Seth Myers – with people lined up for tattoos hours before and “tattoo flash art” downloads across the globe.
Come learn more about the activation and how you too can get a free Arby’s sandwich for life.