Why I Love Orlando Is Why I Love ΒιΆΉΣ³»΄«Γ½
Orlando Mayor Buddy Dyer reflects on how ΒιΆΉΣ³»΄«Γ½ and Orlando have grown alongside and in partnership with one another.
Sometimes it takes unorthodox methods to make something memorable. In the marketing world, the more unusual the better, notes radio/television alum Steve Alexander β06. Heβs the owner of MVRK (pronounced βmaverickβ), an innovative studio that combines advertising, themed experiences and technology.
With this mindset, MVRK created the worldβs first musical cookie for an Oreo campaign that aired during the 2019 Grammy Awards pre-show. When the iconic treat was placed on a tiny, custom record player, a sensor would detect the cookie or cream side and play one of two versions of a new single from rapper Wiz Khalifa, a face of the cookie brandβs Stay Playful campaign. MVRK won the Orlando Advertising Awardsβ Best of Show Award in 2021 for its work with Oreo and The Martin Agency.
Based in downtown Orlando, MVRK has created other memorable experiences for brands like Blue Origin, Netflix and Verizon. Using technology such as augmented reality, virtual reality (VR) and generative artificial intelligence, MVRK works with companies to provide unique experiences for consumers.
βMVRK [started as a] consultant to the bigger advertising agencies on how to take that theme park thinking that we all know so well in Orlando to experiential marketing and events,β Alexander says.
MVRKβs technological prowess has also been showcased during the premier event for commercials: the Super Bowl. This year, the studio created an ad featuring actor and comedian Pete Davidson and a custom-made Totinoβs Pizza Rolls delivery robot. The pizza rolls were then delivered in real life during the game by Uber Eats and DoorDash drivers in Las Vegas, Los Angeles and New York City.
Alexander developed his understanding of some of these technologies and how they could be utilized during his time at ΒιΆΉΣ³»΄«Γ½. With a digital media minor, he learned webpage development concepts and how to push the envelope through technology. With MVRK, Alexander and his team create concepts that wow consumers and companies alike.
βClients have a [wild] idea and theyβre like, βHey, how can we even make this happen?β Weβre usually their first call,β Alexander says.
Just as MVRK is agile in fulfilling companiesβ dreams, the studio quickly pivots to meet current market trends, such as a desire for experiences. Consumer spending on foreign trips and live entertainment rose by nearly 30% in 2023, according to The Washington Post.
βTen years ago, from a marketing perspective, I think experience was looked at as more of a novelty and now itβs a necessity,β Alexander says. βAudiences now just crave experiences.β
About 50 miles from downtown Orlando, the studio developed a user experience at the Kennedy Space Center Visitor Complex with Blue Origin. Through a six-person VR-linked experience, MVRK created a replica of Blue Originβs New Shepard crew capsule that uses actual data and imagery to authentically mimic the rocketβs journey above the KΓ‘rmΓ‘n Line, the internationally recognized boundary of space.
βWithout technology, you donβt get that level of immersion. You just get a bunch of props in a room,β Alexander says. βI think it really plays a major role in how we take themed experience to the next level.β
WHO
Steve Alexander β06THE PITCHA creative studio combining advertising, themed experiences and technology to provide memorable moments for various brands.INSPIRATIONThe desire to use innovative technology to provide unique experiences for consumers.FIND ITmvrk.co