Millennials aren’t a fad — they’re the future, and if your brand isn’t engaging them, then you might be destined to go the way of the dinosaur. In terms of reaching Millennials, social media is certainly the way in, but what’s the right way to do it? Just having a Facebook page certainly doesn’t cut it, and just because you tweet doesn’t mean your target is listening.

So what’s the answer?

Well, it’s a collection of things, and it’s different for everybody. The challenge is in understanding a target that’s smart, ever-changing and willing to listen if you’re giving them something worth listening to — otherwise they’re on to whatever’s next.

East Coast C-Store Sheetz is doing some really fun, but strategic things in terms of social media. At first glance, it might seem a little buttoned-down, but it’s buttoned-down with purpose. Check it out:

Millennials move fast. If you can’t say what you got to say in the flash of a screen, then you might get TLDR’d (Too Long, Didn’t Read). All the reason to learn how to speak Meme. From message boards to text messages, Memes have caught on like wild-fire, especially with Millennials. Memes say a lot in a short visual experience, and they’re easily tied to real life situations, casual conversations, or simply what’s going on the world.

Sheetz uses Memes to join a pre-existing pop culture conversation. Posted from Facebook and Twitter, they’re able to connect with millions through the inclusion of popular hashtags that target movies, TV Shows, and other relevant subject matter.

Screen Shot 2015-05-20 at 11.02.17 AM Screen Shot 2015-05-20 at 11.04.42 AM

Social media makes it really easy to celebrate holidays, and to share those sentiments with others. Sheetz is no stranger to seasonal calendar events, and regularly invites their audience to take part in the fun with relevant food items. This is a big hit with Millennials because it communicates a message through their medium of choice and syncs up with the way they graze throughout the day.

Screen Shot 2015-05-20 at 1.04.52 PM Screen Shot 2015-05-20 at 11.03.43 AM

Sheetz has its fair share of loyal fans, better known as Sheetz Freaks. But it’s not just a label, it’s a way to target brand ambassadors. Millennials want to stay connected with the brands they love, and through #SheetFreaks they’re able to stay in touch, share content, and maintain open dialogue with their favorite brand.

Screen Shot 2015-05-20 at 11.04.11 AM Screen Shot 2015-05-20 at 12.39.09 PM Screen Shot 2015-05-20 at 12.39.25 PM


Written by: Immediate Consumption