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28: Creating Gen Z FOMO in experiential marketing: Insights from Museum of Illusions Chief Marketing Officer Andy Levey

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Manage episode 522453580 series 1021391
Content provided by Deloitte Digital and Alan B. Hart. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Deloitte Digital and Alan B. Hart or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI) across the world, revealing the clever strategies that keep audiences coming back long after opening day. With more than 20 years of marketing experience across entertainment, hospitality and lifestyle, Andy's unconventional career path is as intriguing as the illusions he now promotes.

By building strong relationships with local groups and businesses, MOI positions itself as an important part of every community it launches in. One benefit of making those connections is they extend MOI's reach to audiences who might otherwise be outside the museum's marketing budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first and shareable experiences, inspiring user-generated content, and partnering with social media influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing and lasting brand loyalty.

In this episode, you'll learn:

How using influencers, user-generated content and a video-first strategy can help brands authentically connect with Gen Z and drive meaningful engagement

The importance of building a strong local market presence for earning trust, collaborating more effectively, and standing out as a valued community contributor

How smarter data collection can power more effective marketing decisions and foster influential relationships

Key highlights:

[00:00] Introduction

[01:35] From banking to the circus

[07:45] What is the Museum of Illusions?

[10:55] Strategies to reach Gen Z

[13:25] Andy's approach to experiential marketing

[15:30] "Establishing the base"

[17:45] The data collection strategy

[19:30] Maintaining energy after the opening

[21:05] Brand collaborations

[26:50] An experience that defines you: Living abroad and beginning in a startup

[30:40] Advice to your younger self: Find your voice earlier

[31:45] A topic marketers need to learn more about: AI implementation

[33:20] A topic marketers need to learn more about: Gen Z internet culture

[36:00] Largest opportunity or threat to marketers today: Entertain and deliver

Resources mentioned:

Museum of Illusions

Museum of Illusions locations

PLAY Playground

Two Bit Circus

La Perle by Dragone

Cirque du Soleil Entertainment Group

Follow the podcast:

Listen on Apple Podcasts

Listen on Amazon Music

Listen on Audible

Listen on iHeart Radio

Listen on Spotify

Connect with Andy Levey and Museum of Illusions:

Andy Levey on X

Andy Levey on LinkedIn

Museum of Illusions on LinkedIn

Museum of Illusions on Instagram

Museum of Illusions on YouTube

Connect with Alan Hart and Deloitte Digital:

Alan Hart on X

Alan Hart on LinkedIn

Deloitte Digital on LinkedIn

Deloitte Digital on Instagram

Deloitte Digital on YouTube

Deloitte Digital on Threads

  continue reading

35 episodes

Artwork
iconShare
 
Manage episode 522453580 series 1021391
Content provided by Deloitte Digital and Alan B. Hart. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Deloitte Digital and Alan B. Hart or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI) across the world, revealing the clever strategies that keep audiences coming back long after opening day. With more than 20 years of marketing experience across entertainment, hospitality and lifestyle, Andy's unconventional career path is as intriguing as the illusions he now promotes.

By building strong relationships with local groups and businesses, MOI positions itself as an important part of every community it launches in. One benefit of making those connections is they extend MOI's reach to audiences who might otherwise be outside the museum's marketing budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first and shareable experiences, inspiring user-generated content, and partnering with social media influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing and lasting brand loyalty.

In this episode, you'll learn:

How using influencers, user-generated content and a video-first strategy can help brands authentically connect with Gen Z and drive meaningful engagement

The importance of building a strong local market presence for earning trust, collaborating more effectively, and standing out as a valued community contributor

How smarter data collection can power more effective marketing decisions and foster influential relationships

Key highlights:

[00:00] Introduction

[01:35] From banking to the circus

[07:45] What is the Museum of Illusions?

[10:55] Strategies to reach Gen Z

[13:25] Andy's approach to experiential marketing

[15:30] "Establishing the base"

[17:45] The data collection strategy

[19:30] Maintaining energy after the opening

[21:05] Brand collaborations

[26:50] An experience that defines you: Living abroad and beginning in a startup

[30:40] Advice to your younger self: Find your voice earlier

[31:45] A topic marketers need to learn more about: AI implementation

[33:20] A topic marketers need to learn more about: Gen Z internet culture

[36:00] Largest opportunity or threat to marketers today: Entertain and deliver

Resources mentioned:

Museum of Illusions

Museum of Illusions locations

PLAY Playground

Two Bit Circus

La Perle by Dragone

Cirque du Soleil Entertainment Group

Follow the podcast:

Listen on Apple Podcasts

Listen on Amazon Music

Listen on Audible

Listen on iHeart Radio

Listen on Spotify

Connect with Andy Levey and Museum of Illusions:

Andy Levey on X

Andy Levey on LinkedIn

Museum of Illusions on LinkedIn

Museum of Illusions on Instagram

Museum of Illusions on YouTube

Connect with Alan Hart and Deloitte Digital:

Alan Hart on X

Alan Hart on LinkedIn

Deloitte Digital on LinkedIn

Deloitte Digital on Instagram

Deloitte Digital on YouTube

Deloitte Digital on Threads

  continue reading

35 episodes

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