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

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