Marketing Reimagined

Sometimes it takes unorthodox methods to make something memorable. In the marketing world, the more unusual the better, notes radio/television alum Steve Alexander ’06. He’s the owner of MVRK (pronounced “maverick”), an innovative studio that combines advertising, themed experiences and technology.

With this mindset, MVRK created the world’s 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 brand’s Stay Playful campaign. MVRK won the Orlando Advertising Awards’ 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.

“MVRK [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,” Alexander says.

MVRK’s 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 Totino’s 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 UCF. 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.

“Clients have a [wild] idea and they’re like, ‘Hey, how can we even make this happen?’ We’re usually their first call,” Alexander says.

Just as MVRK is agile in fulfilling companies’ 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.

“Ten years ago, from a marketing perspective, I think experience was looked at as more of a novelty and now it’s a necessity,” Alexander says. “Audiences now just crave experiences.”

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 Origin’s New Shepard crew capsule that uses actual data and imagery to authentically mimic the rocket’s journey above the Kármán Line, the internationally recognized boundary of space.

“Without technology, you don’t get that level of immersion. You just get a bunch of props in a room,” Alexander says. “I think it really plays a major role in how we take themed experience to the next level.”

WHO
Steve Alexander ’06THE 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