Splendour in the Grass, Australia’s leading music and arts festival, celebrated a record year for sponsorship through brand activations.
While passionate music fans from around the country gathered to experience more than 100 local and global artists, Splendour in the Grass, produced by Secret Sounds, also offered fans a series of immersive activations to experience throughout the weekend, from brands such as Smirnoff, Byron Bay Brewery, Casamigos, Red Bull, Garnier, Rimmel, Modibodi and more.
Kristy Rosser, founder of Secret Sounds Connect and senior vice president, marketing solutions and client services at Live Nation ANZ, said Splendour in the Grass is always a highlight on the live events calendar, but this year, the anticipation of attending a live experience among Australians has never been higher.
A recent study, ‘Love Song’, revealed that 81% of young people desperately seek out real-life connections, with 88% feeling more connected when at a live music performance.
“With ticket sales in our first quarter of 2023 surpassing the entire year of 2019, brands are eager to engage fans during these remarkable moments, recognising the opportunity of meeting them amidst the magic of a live music experience," Rosser said.
Modibodi premium bathroom pop up
Attending for the first time was Period Underwear brand, Modibodi. Encouraging hands-on engagement and giving attendees the chance to learn more about both the physical and environmental benefits of its popular products, Modibodi gave the first 150 people who signed up to their database or purchased a Modibodi product, access to their ‘Life-changing Loos’ each day of the festival.
Smirnoff seltzer springs
A two-storey Palm Springs-themed pop-up bar kept guests refreshed with a mix of fruity seltzers and vodka-based cocktails and entertained with a line-up of daily DJs and an ‘eco-glitter’ station.
Byron Bay Brewery bar
A live music venue within the festival, featuring an all-Australian line-up of DJs and bands each day at its dedicated beer garden.
According to Love Song research, 88% of Aussies feel connected to the people around them at live music performances, and the Byron Bay Brewery Bar was the perfect place for friends to share live music experiences over a beer.
Casamigos Tequila oasis
Casamigos Tequila made its debut appearance with a dedicated Margarita bar, showcasing favourite cocktails, including Tommy’s, Coconut Margaritas and the Paloma Spritz, and dedicated DJ programming throughout the afternoons.
When asked about margaritas as part of the Love Song research, a resounding 72% voted margaritas as “in” for 2023.
Red Bull unforeseen
Hidden in plain sight, seek and you shall find...Red Bull Unforeseen was back but with a tropical twist and featuring a selection of local and First Nations DJs.
Platypus chapel
Amid multiple activations, Platypus gave attendees the opportunity to commit to their significant other at its Las Vegas-themed chapel. Featuring an Elvis impersonator and a limited range of products, fans could enjoy express shipping from the Byron Bay store. And let's not forget its Karaoke Bar which kept festival-goers singing all day and night.
Garnier Hair food hub
Festival-goers were treated to a mouth-watering hair experience at the Garnier Hair Food Hub, with free hairstyling services alongside a refreshing juice bar.
Rimmel London street party
Bringing the London Street party energy, complete with a double-decker bus, Rimmel offered free makeovers for fans looking to elevate the festival look, all while resident DJ, Gabriella Spritz spun the best tunes.
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