Secret Sounds Connect announce Falls Festival brand partners

Falls Festival is just weeks away, and creative agency Secret Sounds Connect has revealed this year’s brand partners.

Aiming to build on the success of brand activations at last year’s festival, Secret Sounds Connect will be entertaining music lovers with a range of brand-led consumer experiences.

Among the brand getting involved this year are 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, Road Safety Advisory Council (RSAC) and many more.

The power of brand experiences at experiential events like music festivals is well-documented, and recent research conducted during Secret Sounds Connect’s recent Love Song Project served to reinforce this.

Love Song spoke with 9,886 music fans as part of the report.

It not only found that 84% of attendees said they were More Likely or Likely to purchase a or use a brand after their festival experience, 78% also said they would share the experience with their friends.

“Music fans recognise that brand experiences add value to their festival experience,” said Secret Sounds Connect co-founder and managing director Kristy Rosser.

“The excellence of our festivals’ brand experiences is something music fans seek out, and Secret Sounds lead the way in this area in our market.”

Falls Festival / Supplied

The Love Song research project also found that average spend by a punter at Falls is over $1,000, with attendees wanting to make the most of every moment.

Using this research, Secret Sounds Connect has compiled a series of creative brand programs aimed at human emotion and a massive national audience. Each campaign is brought to life with bespoke audience insights, bringing each brand to life in order to create authentic intrigue and experiences for punters.

Other insights to come from the Love Project were:

• The average music lover engages with music for 5.2 hours a day
• 86% feel music is integral to who they are
• $442 of their monthly income is saved for experiences
• The average music lover has an Instagram reach of 1,200 people

Falls Festival 2019/20 takes place across Lorne, Marion Bay, Byron Bay and Fremantle, with dates ranging between December 28 and January 5.