Challenge
Rivian needed to strengthen its brand relevance in an evolving market while fostering innovation and attracting new talent to the car industry. The company also aimed to enhance its public image by aligning with educational and social empowerment initiatives.
Solution
Bored-of-Ed proposed “Behind the Scenes of Rivian: From Concept to Retail”, an 8-week online course that provides hands-on experience in car design, production, marketing, and retail strategy. This course, featuring Rivian experts, is designed to inspire the next generation of car designers and marketers while showcasing Rivian’s commitment to creativity, education, and social impact.
Implementation
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Course Format:
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Asynchronous learning platform.
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Video modules with multiple-choice quizzes to reinforce learning.
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Free access for students, making it inclusive.
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Curriculum:
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Week-by-week deep dive into Rivian’s innovation process, including concept design, engineering, prototyping, marketing, retail, and cultural shifts.
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Features interviews with Rivian employees to provide real-world insights.
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Engagement & Incentives:
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Students scoring 70% or higher on quizzes are eligible for internships, scholarships, or even a job at Rivian.
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Interactive elements to foster engagement and brand loyalty.
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Results
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Brand Impact: Enhanced Rivian’s brand image and positioned it as an innovative, socially responsible industry leader.
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Talent Pipeline: Engaged aspiring car designers and marketers, providing a recruitment channel for Rivian.
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Stronger Brand Loyalty: Educating consumers and future professionals deepens their emotional connection with the brand.
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Positive PR: Rivian’s commitment to education and empowerment generated media attention and strengthened consumer trust.
Conclusion
​This strategic educational initiative bridges the gap between career uncertainty and real-world application by offering experiential learning opportunities. It aligns Rivian with socially impactful branding, fostering a new generation of talent while reinforcing customer loyalty. The Bored-of-Ed model ensures Rivian remains a forward-thinking leader in both the EV and education space.