Marketing takeaways from Splendour in the Grass 2023
Celebrating its 21st year, Live Nation’s annual Splendour in the Grass festival hosted a number of brand activations for punters to enjoy, but it had to be done with the right strategy.
Returning sponsors Red Bull, Smirnoff, Rimmel, Byron Bay Brewery and Platypus, among many others, took to the festival last weekend, while new sponsors Garnier, Modibodi and Casamigos joined the brand line-up.
Splendour in the Grass 2023 saw sunshine and rainbows
The key marketing demographic at Splendour in the Grass is 18-25 year olds, according to Aimee Stewart, head of brand partnerships at Secret Sounds Connect.
The agency, which is owned by Live Nation, works with clients to engage this audience, and Stewart said it needs to be done in the right way.
“All our partners have success because they’re turning up in the world of their audience, as opposed to trying to bring their audience into their world,” Stewart said. “Splendour in the Grass is a whole different world, its so much more than just coming for the music – its more of a cultural moment.
“If brands show up in the right way, it creates really authentic connections. They are seeing the value of it,” she told Mumbrella.
Rimmel’s brand activation at the festival
“When you’ve got 40,000 people captured on a site, the audience knows what they want and what they don’t want. Brands need to create something that’s really relevant to this moment.”
Kristy Rosser, founder of Secret Sounds Connect and senior vice president, marketing solution & client services, Live Nation ANZ, added that activations provide brands the opportunity to deeply connect with consumers, over a long period of time.
“Brands are eager to engage fans during these remarkable moments, recognising the opportunity of meeting them amidst the magic of a live music experience,” she said.
“Whether its through digital, social, retail promotions in the lead up to the festival, or obviously the activations on ground, or then the social sharing post-festival, there’s a chance for really immersive, engaged experiences,” she told Mumbrella.
Smirnoff’s ‘Seltzer Springs’ activation
Stewart said she would love to see tech brands turn up more.
“Tech is such a big part of this audience’s lifestyle,” she said. “You stand in the mosh pit, and every single person has a mobile phone out capturing the moment. And after the festival, everyone’s sharing to relive the moment, and it’s just so important to this audience.”
“I think some brands aren’t considering music as an opportunity, but I think they could make a genuine impact on this audience.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Although this article mentions the target audience is 18-25 there were a significant number of people outside that age bracket.
For example there were hundreds of ‘rave grannies’ as I a younger punter called me. Meaning we the older generation (us greying folks) love what Splendour has to offer too. We are there because we love Aussie music, we love live music, we listen to Triple J. The 4 stages offered not only the younger people options, but we too loved those opportunities to dance at the World stage, watch the ceremonies of our First Nations people, mixup tent acts killing it, J.W.McC tent acts were big draw cards & packed the tent every time. Then to enjoy the acts from the amphitheatre stage. Moreover, the laughter 😂 in the comedy tent was contagious. The information was great in the science tent. Also being able to participate in Dr Carl’s several sessions was a big draw card.
I’ve done several Splendours but this one I was there with my grown up kids which was different to Splendour with them as primary school age, which is also a fabulous experience with little splendour 💕 As a parent we know we can guarantee our kids no matter what age will have a great time & the site is safe. I believe it’s important to share Splendour with our younger kids so they know how to do festivals when they go with their mates.
As the article suggests there was so much to do for all ages and we the older generations have long affectionate history with attending Splendour and will continue to attend.
Personally, I wasn’t there for the ‘headliners’’, I was there for the others and the whole Splendour experience.
I was impressed by and witnessed the vision of this year’s Splendour when interacting with the staff, vendors, security & toilet fairies – “we want you to have a safe, happy, fun Splendour”
Thanks to all involved. Brilliant work!
Deb
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