Rivian

We developed an integrated marketing communications plan to improve the Rivian brand's current strategy prior to its initial product launch of the R1T all electric pickup truck. Comprehensive consumer and market research analysis concluded that most consumers had not been exposed to Rivian branding. The brand’s initial strategy was to focus on luxury, adventure, and sustainability, which is a great start, however, consumers just need to see it.

The creative pitch included a partnership with Marvel for the upcoming Black Panther: Wakanda Forever movie release with a TV ad spot, branded merchandise, solving the new brand discovery obstacles through Augmented Reality mobile app and REI VR station partnership, billboard ads, and developing a brand narrative to establish credibility and brand trust through unrivaled accessories and sustainability efforts.

A thirty-second slot costs around $6 million, according to an estimate by a Variety journalist. With inside information that Rivian’s marketing budget has been frugal, this is the perfect opportunity to splurge on an ad that will be seen by millions worldwide.

The ad will begin with an image of Barack and Michelle Obama boarding their Rivian R1T outside of their home in Chicago, Illinois. Viewers can see all they are packing into the vehicle: a tent, cooler, food, snacks, towels, and backpacks. Michelle is grabbing items from their garage and handing them to Barack who is loading them into the truck bed. They are listing off all of the things they are packing, ensuring that they have everything they need. Finally, the focus goes to what the pair are doing with their hands. Barack hitches two bicycles onto the back of the truck bed and secures a two-person canoe to the top hatch. Once they are done loading up Michelle leads their dog Sunny up to the backseat of the truck, and the pair of humans hop into the driver and passenger seats. They look at each other and smile, and Barack enters their destination into the GPS using the touch screen map. Once the Rivian reads it back to them, “Starting your adventure to Indiana Dunes National Park,” they start on their way with ease.

Barack pulls out of their driveway in his Rivian and reaches the end of their neighborhood. As they turn out of the residential area, the camera cuts to the scenery around them. You see the urban setting of Chicago—skyscrapers, Millennium Park, Lake Michigan, and the L. The camera will switch from exterior shots of the blacked out R1T, to interior shots of the couple and their dog riding comfortably in the interior of the vehicle, to the outdoor scenery, and finally to a special guest preying on the two Rivian owners.

Killmonger, the villainous thug from Marvel’s cinematic universe, is looking at the Rivian and all of its specs on a tablet. He switches to a screen on the tablet that shows Barack’s vehicle moving on the road via a satellite camera; this is his target. Killmonger swings in from above the sky scrapers using high tech gear, and surfs on several buildings and vehicles before landing on the semi-trailer truck behind them. Upon hearing the villain land on the metal trailer, the couple realize someone is following them after seeing him on one of their rear view cameras. Barack’s facial expression quickly changes, he accelerates the vehicle, and speeds away. As he is driving, the R1T slowly becomes immersed in a black textured car wrap, and inside the vehicle Mr. Obama is becoming Black Panther himself. The newest Marvel super hero maneuvers his R1T through traffic with ease while fleeing the villain trailing behind him.

The chase continues onto the highway where Killmonger starts hopping on multiple vehicles to get to the Obamas. They see on their camera that he is getting closer so Mr. Obama takes a detour and veers off of the highway onto the terrain on the right side of the road. Their Rivian smoothly drives over bumps, rocks, cracks, and hills to escape the villain. After off-roading for a few seconds, they reach the National Park where they are met with Killmonger charging toward them from across the waterfront. The Obamas glance at one another, and Mr. Obama instinctively begins driving toward him at full speed, Meanwhile, Mrs. Obama- who has been pretty quiet- reaches up to push the button that opens their vehicle’s moon roof as she transforms into Shuri—the femme technological genius from the Black Panther story.

Michelle unbuckles her seatbelt and jumps up out from the top of the vehicle. As he sees her slide out from the top of the vehicle, Killmonger launches himself toward her as she braces herself for battle. For a second you see the two in slow motion flying in the air, charging toward one another, when suddenly the screen goes black.

While the screen is still dark and blank, you hear a woman’s voice echo in the background, “Barack…Barack?”

The camera then cuts to a shot of Mr. Obama from the shoulders up, who is removing a pair of virtual reality goggles from his face.

“Honey, I think it’s time we head out,” advised a displeased Mrs. Obama, who is wearing an REI paper shopping bag over her shoulder and facing her husband. Her facial expression and body language demonstrates that she had been waiting for her husband to finish playing with the Rivian virtual reality experience. 

Barack looks puzzled, but looks at the goggles in his hand then up at the display in front of him. He realizes that he had just experienced a virtual test drive of the R1T with a twist. He places the goggles back on the stand and follows his wife out of the store. Immediately after they walk away, another individual who was standing at the neighboring VR station takes off their goggles. It is Michael B. Jordan, in awe of what he had just witnessed during his virtual reality experience, looking over each of his shoulders to ensure that he is back in the real world.

“That was a movie,” he exclaims.

The screen goes black again as an instrumental version of King’s Dead from the Black Panther film soundtrack plays at full volume. The screen has the Rivian logo and brand name front and center in yellow, bold font. In the fine print at the bottom of the screen, you will see a smaller Marvel logo, with another small Rivian logo to the right of it, and the Rivian website on the other side. While this commercial plot is intricate, it effectively connects the communications strategies across multiple mediums and creates suspense surrounding the brand. Overall, it leaves the audience wanting more.

A large cardboard display with a television screen and VR headset will be set up at REI stores for customers to experience the Rivian vehicle with full digital access to the interior, exterior, and its innovative accessories.

Consumers can push buttons, open compartments, take a virtual test drive, and explore each Rivian model. This experience would be beneficial to anyone who has not heard of the Rivian brand, but is interested in outdoor activities and adventure. REI is the perfect place to meet these audiences halfway.

The billboards will be publicized across the country on various interstate travel routes, such as: I-80, I-10, I-95, and I-75. The ads will feature a focal image of either the R1S or R1T wrapped in Black Panther’s suit—textured, ribbed, and with a silver claw necklace just like the hero himself.

“Your next adventure, electrified.” These billboards are simple yet fit the aesthetic of both Rivian and Marvel. They also tie in with the commercials, creating a steady flow across two communication mediums.

Sleek water canteens that are compatible with the cup holders in Rivian vehicles are a great option for sustainability, adventure, and cross-promotion while reaching a broad audience. Although Rivian already has water bottles available at their hub in Venice, a Marvel collaboration will appeal to all ages, especially children. An inside source at Rivian claims that children are so intrigued by Tesla that they urge their parents to purchase one.