It's definitely done with marblizer and saran wrap.
I know that if you shoot marblizer too heavy, it acts "sloppy-funny" when the saran wrap is used. I would try a test panel or two to practice how to get a similar texture.
If you shoot the marblizer heavier than normal, then arrange the wrinkles in the saran wrap, and immediately pull the saran wrap off to one side, you might get something close. If you don't get the tentacles, I would spray it even wetter, and try again.
I don't think blowing with air is what they did, but... If your experiment is not close enough, I would have an air hose close by, and immediately try your idea for blowing the wet marblizer to enhance those little "tentacles". :-)
The nice thing is that the marblizer can be wiped off... (with mineral spirits I think)... so if you encounter a problem, wash the marblizer off of the base coat, and try again.