SUMMARY
At the end of 2016, a new type of museum was launched in New York in the form of a temporary venue targeting the younger generations (" Millenials ") who make extensive use of social networks, particularly Instagram or Snapchat. After this conclusive test, the Museum of Ice Cream (MoIC) opened its doors in Los Angeles, then in San Francisco and Miami. Based on the principles of experiential marketing, these museums attract visitors with the promise of a successful selfie that will stimulate their views on social networks.
Keywords: art, culture, stakeholder engagement, experiential marketing, scarcity marketing, corporate mobilization, museum, social networks, selfie, experiential tourism, Los Angeles, New York, Miami, San Francisco, California, Florida, USA
Illustration: (c) Glenn KOENIG / LA Times - 06/19/2017
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