In our digital world, the consumer-brand connection often happens online. But MVP Interactive, a leading creative technology company, is reminding brands how essential the “IRL” experience really is. Using mixed reality solutions, MVP Interactive helps its clients create immersive branded consumer experiences.
“There’s still an opportunity for brands to get their audiences out from behind the phone or computer screen for an in-the-moment experience,” says James Giglio, the company’s CEO and founder. “We’re bringing technology into the real world for a different type of customer experience.”
Unfortunately, more than half of consumers feel like today’s brands do not understand the impact of that in-person experience. Research suggests that 59 percent think their favorite brands have lost the “human element” of their overall customer experience. From sports teams to consumer products, today’s consumers still want a meaningful connection.
A long-time player in the advertising industry, Giglio recognized this pillar of customer engagement early on. He tested the theory in the form of interactive kiosks at a 2013 NBA All-Star Game in Houston, Texas. The booth’s transformed gamegoers into digital bobbleheads, producing a shareable GIF of their fan-fueled metamorphosis.
“It was a new concept, especially for the sports industry, and we took a risk doing the entire project for free,” Giglio recalls of the prototyped project that would turn into MVP Interactive’s very first six-figure contract.
Almost a decade later, the MVP Interactive team has evolved its bobblehead kiosks into full-scale brand experiences. Working with notable brands such as Coca-Cola and the MLB, the company blends augmented, virtual, and mixed reality to create real-world installations that help a brand create lasting memories with its audience.
This includes a custom Fan Zone built for the Columbus Blue Jackets hockey team. Giglio and his team developed an experience that went beyond simple spectatorship, immersing fans in a permanent e-sports and interactive lounge that made them part of their beloved team.
The 4,000-square-foot concourse renovation features a virtual jersey try-on, augmented reality selfies with favorite players, and a Slapshot Challenge that tests attendees’ skills “on the ice.” While fans walked away with unforgettable memories, the Columbus Blue Jackets were also able to hit key business initiatives.
“The Blue Jackets have seen high praise for accomplishing exactly what they were looking to do in creating an ultimate fan destination out of their venue,” says Giglio. “But also for hitting the key pillars of their brand, promoting their gaming division, and community outreach.”
Just like its one-of-a-kind customer experience, MVP Interactive also found a unique business model. Working with clients to create a custom experience, the company develops and re-licenses the software for those experiences on a recurring basis. Not only does this generate dependable revenue, but it ensures a proprietary product for each MVP Interactive customer.
MVP Interactive helps its clients set a new standard in consumer engagement. As Giglio explains, “When you can anchor a brand or its product into an experience…there is a certain type of magic there.” Learn more about MVP Interactive’s latest projects at mvp-interactive.com.