CONNECT.

Falls Festival Sponsors Celebrate the Start of a New Decade.

It was the end of a decade and music fans turned out in massive numbers to celebrate across the national run of Falls Festival dates, which continue until Jan 5. Leading Australian creative cultural agency, Secret Sounds Connect, continued to excite music lovers delivering immersive brand experiences at Falls Festival 2019/20. Across the festival, there was an exciting range of experiential campaigns on offer from Jack Daniel’s, Smirnoff, THE ICONIC, Pepsi, Red Bull, and Nintendo.

Every year sponsors are looking to challenge the norm and elevate their festival experience, creating environments to entertain and build relationships. It’s no wonder when you consider Gen Y audiences save $516 every month* to pack their bags, live in the real world and connect with likeminded people. 2019/20 was no exception, where some of Falls Festival’s major sponsors took up the challenge to collaborate and create fresh experiential spaces.

Jack Daniel’s returned to take festival lovers to the front row with the integrated campaign, “Front Row With Jack”. Jack excited fans about their upcoming front row experiences, driving anticipation for the festival and the custom onsite Jack Daniel’s venues including the Barrel House, White Rabbit Saloon and Fremantle Deck. Offering front row experiences, crafted cocktails and curated live music from Genesis Owusu, Chxloe and many more, Jack Daniel’s continued the fine tradition of Tennessee Whiskey and fine music.

THE ICONIC stepped outside the world of curating contemporary online fashion, looking to excite festival attendees with fresh dreams, building real-life connection on-ground. Seemingly providing utility in line with product, THE ICONIC Laundromat offered a faux laundry service, where attendees entered a shop-front laundromat before crawling through a jumbo washer into a secret club, a whole new world of dance, DJs, and parties.

In a special collaboration between Pepsi Max and Secret Sounds Connect, the Byron Bay site featured a special house party where attendees were inspired to go bold. The two-story house had specially crafted rooms to integrate the Pepsi Max product range with immersive experiences, live music and special bold Pepsi Max moments that spark surprise and fun.

Smirnoff Infusions welcomed Falls Festival attendees with fresh new flavours and experiences. The premium spirit, infused with natural fruit and botanical extracts, came to life during the day with free yoga, smooth acoustic music, infused giveaways and of course a great selection of special Smirnoff serves across all festival locations.

Visa wanted to help music fans have a seamless festival experience, working closely with our team the festival was enabled with mobile payment driving speedy service and good times. Red Bull joined us building out a specialty bar with hanging net seating, booths and a large scale sculptural structure featuring a beautiful kaleidoscope of colour, served alongside the freshest cocktails.

The power of music festivals extends across a digital audience of over 1 million, as well as the thousands who attend every year. The strength of the partnership campaigns come down to how brands tap into the native behavior of the audience, focusing on being additive to genuine culture. In 2019 sponsors included Jack Daniel’s, Smirnoff, THE ICONIC, Pepsi, Red Bull, Nintendo, Visa, Strongbow Blossom Róse Cider, Carlton Dry, KFC, Sofi Spritz, Tinder, University of Tasmania, Collarts and Road Safety Advisory Council (RSAC).