Coffee + Case Studies: Filling up on Gas and Sandwiches



Wednesday, May 15, 2019
7:30 a.m. – Registration
8:00  – 9:00 a.m. – Presentation & Q/A

* 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.

219 N. 2nd St. #300
Minneapolis, MN 55401

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SKU: May 2019 C+CSC Category:



Cavan Reagan Reichmann- Managing Director/Social Engagement, Senior Partner, Carmichael Lynch
Cavan has been finding new ways for brands to connect with consumers since the pre-smartphone days, when that meant coding newspaper copy to display on iPods so people could read the news on their commutes. Yes, really, that is a thing that people wanted once.

As head of Carmichael Lynch’s social and content strategy department, Cavan works across the agency’s portfolio of clients, including Phillips 66, Subaru, U.S. Bank and Truvia, spearheading the development of innovative campaigns. He leads a team responsible for every step of the social and content process, starting with finding the right ways to engage consumers based on brand, channel and audience insights. His team is responsible for flawless execution across thousands of pieces of content, nurturing communities, guiding brands through crisis and issues management and constantly measuring and analyzing to make sure we’re driving business results.

Dustin Smith- Senior Social Engagement Strategist, Carmichael Lynch
Dustin leads development of social strategy across integrated teams on some of Carmichael Lynch’s largest accounts. He’s seen the evolution of social throughout his career and has ensured he’s kept his clients ahead of those trends to deliver strong business results. With a background in media, Dustin understands the importance of balancing strong creative and paid approaches to drive more engagement with efficient spends. He works closely with creative teams to develop concepts that drive the types of consumer behaviors we need across all channels, then partners with our media team to guide and optimize paid initiatives. By finding the strongest opportunities for the Phillips 66, 76 and Conoco brands across multiple social channels, he’s been able to get people actively and positively engaging with fuel brands – a difficult task in a category that’s rarely top-of-mind or a passion point for consumers

Greg Swan- Director of Digital & Social Strategy, Fallon







JoAnn Torres- Creative Director, Fallon

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