Creator Integration + Multi-Channel Campaign
Track Star* Show
Brief Partner with creator Jack Coyne and Public Opinion NYC’s Track Star* Show to naturally integrate the Rivian R1 into urban-focused music and design content, specifically targeting an ‘urban explorers’ audience during key cultural tentpoles.
Framework
Strategic Translation: Authored creative briefs and content angles that embedded the R1 product narrative into the Track Star* ecosystem.
Operational Oversight: Negotiated creator agreements, podcast media buy, usage rights, and complex deliverable schedules for multi-platform distribution.
Cultural Programming: Coordinated the SXSW integration of Track Star* for Rivian’s first year of title sponsorship, merging physical events with digital-first content.
Partnership Bridged the gap between sophisticated EV technology and organic creator culture, using high-impact talent to validate Rivian’s presence in the design and urban explorer community.
Impact Generated 20M+ total impressions through a multi-channel strategy. The integration successfully leveraged creator-led storytelling to drive brand affinity and product awareness across key urban markets.