Consultant behind Meow Wolf, Blue Man Group shares lessons on joy, playing, and branded experiences

Pop quiz! What do Meow Wolf, Blue Man Group, Cirque du Soleil, Disney Imagineering, and Ringling Bros. have in common? They’ve all sought out today’s guest as a consultant.Pop quiz! What do Meow Wolf, Blue Man Group, Cirque du Soleil, Disney Imagineering, and Ringling Bros. have in common? They’ve all sought out today’s guest as a consultant. But today’s master is… actually not a master of marketing at all. In fact, he’s never worked a day in marketing. But he literally wrote the book on interactive performance. And as marketing leaders pour big budgets into branded experiences, live events, and interactive brand activations, you’re going to want to hear what he has to say. Name: Jeff Wirth, Co-founder of the Interactive PlayLab Job: Designs, directs, and consults on interactive experiences, virtual world applications, and live immersive fiction Claim to fame: Did you see the list of companies he’s worked with?! Fun fact: Started his career as a clown for the Ringling Bros. Barnum & Bailey Circus Lesson 1: Begin at the end. When designing your interactive experience, Wirth recommends first thinking about what you want participants to walk away with. No, not a shopping bag full of merch. Think more