Rivian Logo

RIVIAN AT OUTDOOR RETAILER

DENVER, CO

OVERVIEW

When Rivian introduced its electric adventure vehicle gaining instant traction and raising millions of dollars, the startup wanted to continue its momentum and make a splash in its target market immediately. With their target consumers defined as achievers, modern explorers, and active families, what better place to activate than at the country’s largest outdoor recreation expo and conference?

The main goal of Rivian’s activation at Outdoor Retailer was to tell the Rivian story to local, regional and national outdoor recreation enthusiasts. Of course, the vehicle needed to shine but they didn’t want it to shine as just a product, but as a way of life. Rivian wanted to show that they were changing the future of mobility.

Rivian collage

STRATEGIC APPROACH

Rivian chose The Pineapple Agency to design and create an experience before, during and after Outdoor Retailer that encompassed all the brand’s attributes and tell the story in an authentic meaningful way. If we earned a few pre-orders of the vehicle along the way, that didn’t hurt either. (We did.)

We took a Direct-to-Consumer approach and targeted Rivian’s three consumer personas — the achiever, the modern explorer, and active families. At a macro level, we also made sure the booth was impactful to wholesale retailers, dealers, and potential partners of the brand who were in attendance.

EXECUTION

With our vision set on telling the right story, we designed a custom trade show booth and then planned and executed an intimate event for Rivian’s pre-order customers, media, and VIP guests. We utilized creative elements, experiential tactics, and industry influencers to bring Rivian to life at OR.

We built a two-story structure out of sustainable, natural materials to represent Rivian’s attributes of being inspiring, inviting, progressive and adventurous. We created a custom wall display that featured touchable pieces of the EAVs and framed prints. Walking along the multi-media wall, consumers were immersed in the story of Rivian and its capabilities as the world’s first all-electric open bed vehicle.

Attendees could touch and see the vehicle itself, get an educational experience along the display wall, sign up for pre-orders, and climb to the second story for an aerial view of the vehicle as well as the entire trade show floor while enjoying a JuneShine from our Happy Hour.

Most notably, we scheduled professional rock climbing legends Ben Moon and Alex Honnold for appearances to show their support. Honnold’s appearance on behalf of Rivian was one of his first non-media related appearances after Free Solo was released. His presence at OR generated some serious buzz with outdoor enthusiasts.

The ancillary event we planned was a special in-person and livestream experience with environmental non-profit, Honnold Foundation. It served as an announcement of the brands’ partnership to help power a city in Puerto Rico with Rivian’s electric battery packs. The event was hosted at The Hangar at Stanley Marketplace, a former airplane hangar that now hosts some of Colorado’s most special events. We transformed the space with custom built cable spool tables, bars, wheel stands and benches with natural wood elements made from recycled materials.

The livestream had excellent video quality and clarity, included a multi-camera coordinated approach, and an unbroken connection to over 22,000 viewers. It gave over 500 members of the pre-order and VIP community an up-close-and-personal experience with Rivian, Honnold, and created moments that would elevate the brand long after the event was over.

RESULTS

Through the lens of an OR attendee, Rivian came to life as a sustainable brand beyond just their proprietary EAV product. Attendees saw that Rivian was committed to ethical exploration and wanted to push the boundaries of mobility and modern transportation. The activations surpassed all expectations. Here are a few of the results by the numbers:

  • 370,000+ social media impressions between announcement, booth, and event
  • 270,000,000+ media impressions from coverage pertaining to partnership, event, and presence at OR
  • Over 29,000 attendees visited Outdoor Retailer — non-stop traffic through the Rivian booth and nearly 1,000 drinks served at happy hour
  • 477 invite-only guests checked in at the Rivian x Honnold Foundation event
  • 26,000+ livestream views (the view count was 22,000 immediately following the event)

From a media standpoint, coverage was outstanding leading up to and after the event:

  • Our activation was voted Best in Show by GearJunkie and The Adventure Podcast
  • Top Ten at Outdoor Retailer write up in Men’s Journal
  • 25 Coolest Products at Outdoor Retailer by snewsnet.com
  • Event coverage from wglt.org
  • Announcement on TechCrunch.com
  • Featured as a ‘Gear Pick’ on KSL.com
  • Brand promotion on insideevs.com
  • Multiple features on teslarati.com

This brand activation was well-received in the event marketing community and has accumulated the following awards:

Chief Marketer PRO Awards 2020: Best Direct-to-Consumer Campaign, GOLD

Chief Marketer PRO Awards 2020: Best Use of Video, SILVER

The One Club Awards 2019: Social Media Livestream, BRONZE

Tradeshow booth with logos of brands we work with

TRADESHOWS

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TRADESHOWS

NATIONWIDE

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THE SETUP

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Clients of all sizes come to The Pineapple Agency needing a custom fabricated trade show booth. Some clients want to use the booth for one specific show, and some clients want the booth for multiple shows.

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STRATEGIC APPROACH

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EXECUTION

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The Pineapple Agency custom fabricates every part of a trade show booth in our custom fabrication shop. We handle all components of a booth from A-Z, from the custom fabrication and freight handling, to the set-up and tear down.

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Want to Work Together?

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WE'D LOVE TO HEAR FROM YOU

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FRESH COAT MURAL FESTIVAL

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FRESH COAT MURAL FESTIVAL

LOS ANGELES, CA

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THE SETUP

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Hansen’s soda is all about individuality. In a market filled with high fructose corn syrup and other synthetic sweeteners Hansons uses 100% real cane sugar. To celebrate the uniqueness of the Hansen’s brand and creativity or their flavors, Hansen’s along with LRXD wanted to host an event in downtown Los Angeles that would encourage creativity, individuality, and community.

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STRATEGIC APPROACH

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After many strategic sessions, the idea for the first ever Fresh Coat Mural Festival was born. The event would be a free one-day festival in the downtown LA Art District for people of all ages to come eat, drink, and enjoy live music and art. We hoped that immersing people in the festival would encourage them to embody the Hansen’s brand and to #findtheiroriginal.

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EXECUTION

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The Pineapple Agency located the perfect block in DTLA and began the complicated and time consuming process of permitting through the city. We then curated the music and street art line-up, booking five national acts including RJD2, Poolside, and Viceroy and 12 of the top most influential graffiti artists in the world to paint murals for the festival. We also partnered with Food Beast to curate finger-licking food truck selection. Each food truck incorporated a different Hansen’s flavor into their special dishes.  

We fabricated custom art installations, a one of the kind “Hansen’s House” lounge for participants to relax in, and branded yard games throughout the block.  The festival was an amazing way for Hansen’s soda to give back to their loyal fans and bring the community together.

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RESULTS

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7500 attendees

22,000 cans of Hansen's soda given away

300,000+ social media impressions

 
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Want to Work Together?

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WE'D LOVE TO HEAR FROM YOU

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Want to Work Together?

WE’D LOVE TO HEAR FROM YOU