MCBX is promising to achieve mass exposure for brands and entertainment properties, by enticing audiences with big one-off prizes.
It offers clients consultancy, planning, sourcing prizes and executing campaigns. It will also build online destinations for brands as part of its channel network.
The agency created the first channel in the MCBX network as a trial of the concept in July. It created a site called , which is currently offering competitions to win tickets to attend 'The X Factor' semi-final with Black Eyed Peas and a trip to New York to record a track with 50 Cent.
The founding team consists of former MTV Networks International vice-president Macky Drese as managing director and TV producer Kate Amarnani as managing partner.
The agency is backed by former journalist and QXL.com founder Tim Jackson and Ramsey Khoury, chief executive of digital agency Head London.
Other partners on board include Polydor Records, F1 Rocks and Revolver Entertainment.
Michael Iskas, global head of integrated communications planning at Aegis Media, said: "Brands are increasingly becoming experience providers and McBX could be a valuable partner for activating communication plans that aim to engage consumers through once in a lifetime experiences."