MVRK has recently joined the Worldwide Partners (WPI) global network of independent agencies. MVRK is a future-forward experiential studio intensely focused on the next generation of interaction. The independent agency is based in Orlando, Florida, USA with a second office in Brooklyn, New York, USA.
We chatted with Executive Director Bob Petrosino and CEO Steve Alexander about the future of experiential marketing, the importance of keeping technology at the core, and why a lasting impression beats out a first impression every time.
Dreaming Bigger Than Big
The diverse team of creative strategists, producers and engineers at MVRK are pushing boundaries to change how people experience brands. “Our mission is to help bring big ideas to life and then some, so that audiences will always remember when they experienced that moment and who took them there,” said Bob Petrosino, MVRK’s Executive Director.
MVRK has created unforgettable experiences for some of the world’s biggest brands, passions, lifestyles, theme parks and IP, including Netflix, NIKE, Spotify, Verizon, Facebook, and Delta Airlines.
Their recent 2024 Super Bowl campaign for Totino’s Pizza Rolls is particularly memorable. The MVRK team built a fleet of delivery robots to drop off hot-and-ready pizza rolls in Los Angeles, Las Vegas, and New York during the big game via DoorDash and Uber Eats. To promote the delivery bots, they produced spots starring comedian and actor Pete Davidson, which were promoted across social media before and during the game.
It’s All About the Lasting Impression
A first impression may be worth a thousand words, but a lasting impression is boundless. And that’s what MVRK is after with each experience they create – an impact that endures and changes the way we’ve known to experience the world.
Through their expertise in software development, production, fabrication, engineering, strategy, and creative, they’re committed to pushing beyond and breaking the mold of experiential moments and media.
“We’re intentionally and adamantly focused on delivering hyper-immersive moments in unconventional ways,” says Steve Alexander, MVRK’s CEO. “That takes a healthy mix of insightful creativity, innovative technology, and rule-breaking, but we’ve worked hard to build the expert team, the resources, and the stomach for it!”
Technology Is Their Love Langauge
A truly moving experience today needs technology. That’s why MVRK carries tech and development in their hearts and uses it throughout every experience they develop. “Our vision in creating a more experiential future is utilizing varying technologies alongside our fellow capabilities to build solutions that evoke curiosity while seamlessly learning more about the world we’ve created,” said Bob.
Along with technology, MVRK uses creative and design, from UI/UX and package design to motion graphics and 3D modeling, to bridge digital and physical environments, creating multi-sensory experiences across a variety of dynamic media and content.
Their production team is the final, active ingredient that catapults experiences into the real world. Leveraging everything from A/V and fabrication to interactive installations and immersive technologies, MVRK’s production ensures that every element of, and engagement with, the experience will be unforgettable.
Virtual Is Here to Stay
When the world shuts down, what is an experiential agency to do? As you might expect, the pandemic had a momentous impact on their business. But like the progressive agency they are, MVRK conceived a way to keep their lights on and continue helping their clients connect with consumers.
Vx360 is an unparalleled, 360-degree immersive virtual platform experience to support conference hosting and digital experiential events. The platform includes everything a brand needs to activate a virtual event – templated environments, fully immersive 3D, presentation tools, integrated registration, gaming tactics, live streaming and on-demand capabilities, audience engagement tools, and a reporting dashboard.
As live, physical experiences make a comeback, MVRK continues to see success with Vx360. “Brands and consumers have adapted to the convenience and cost-efficiencies that virtual events provide,” said Steve. “We believe that virtual events are here to stay in the long term, and we’re committed to defining the future of reaching audiences on the web for conferences and experiential brand moments.”
Finding the Right Fit
To build on the lasting imprint of their experiences beyond a singular moment or event, MVRK continues to expand their full-service offering to clients. Joining Worldwide Partners is a key way to scale their capabilities while allowing the core team to concentrate on transforming the experiential world. “With Worldwide Partners, we can find the right fit for each of our clients and projects, filling essential gaps and addressing precise challenges seamlessly,” Bob shared.
“As more brands look to experiences to create authentic and enduring connections with consumers, we knew we needed a partner that was at the forefront of the industry,” said John Harris, President and CEO of Worldwide Partners. “MVRK pushes the limits of what was thought possible in experiential and we’re thrilled to add their expertise to our global network of independent agencies,”
Learn more about MVRK, and follow them on LinkedIn, Instagram and Facebook.