Falls Festival
Falls Festival, held annually in Australia, is a vibrant celebration that draws thousands of music and arts enthusiasts. What began as a small concert in Lorne, Victoria, has grown into a major event featuring top-tier performances.
Capitalize on festival season buzz by partnering with Falls Festival attendees and home-celebrators through lifestyle, fashion, food, and experiential activations that extend the festival vibe beyond the event.
- Festival fashion lookbooks: bohemian outfits, face paint, and glitter trends tied to Falls attendees
- DIY festival at-home kits: craft supplies, playlist bundles, and camping gear for backyard recreations
- Festival food partnerships: BBQ, taco, and gourmet burger promotions targeting festival-goers and home-party hosts
- Behind-the-scenes influencer takeovers from Falls performers and artists to drive ticket sales and merchandise
Notable campaigns7
- Red Bull (2019–20): Multiple activations at Falls Festival offering energy drinks, sponsorship of stages/performances, and experiential partnerships aligned with high-energy music moments.
- Jack Daniel's (2019–20): Brand-led bar/tasting experiences and cocktail activations creating social moments tied to Falls' NYE celebration atmosphere across festival locations.
- THE ICONIC (2019–20): Fashion-focused pop-ups and style activations targeting young festival-goers, including outfit customization and shopping experiences.
- Pepsi (2019–20): Consumer beverage sampling and refreshment stations positioned as festival essentials for music fans.
- Nintendo (2019–20): Interactive gaming and entertainment activations offering hands-on demo experiences between music stages.
- Visa (2019–20): Payment/ticketing sponsorships and exclusive access experiences rewarding cardholders at Falls.
- Smirnoff (2019–20): Alcohol brand partnerships with craft cocktail experiences and social moments tied to the NYE party atmosphere.
Campaign ideas7
- Partner with music & art tastemakers—collaborate with local DJs, artists, or performers for branded stage activations or artist meet-and-greets.
- Create a sensory experience station: immersive photo booths with festival-themed AR filters or 360° slow-motion video capture (shareable on social).
- Launch a sustainability/wellness activation: reusable cup swap, water refill station, or recovery lounge (e.g., hydration, massage) that adds genuine value to attendees.
- Run a limited-edition festival merch drop or customization station (customize sneakers, paint tote bags, design vinyl art) tied to your brand.
- Host a "chill-out" space: branded lounge with phone charging, rest areas, shade, and light refreshments—a beacon for tired festival-goers.
- Build a dance/movement workshop or live DJ set at your activation to tie music culture to your product narrative.
- Create a crowd-sourced art installation: invite attendees to contribute (paint, sign, stick something) to build community while generating UGC.
Social angles5
- Behind-the-scenes content: show your activation setup, brand ambassadors prepping, and early-access sneak peeks 48–72 hours before gates open. Use Stories/Reels. #[Festival Name]Exclusive
- Festival-goer UGC amplification: repost attendee content tagging your activation, with captions like 'Your Falls moment, powered by [Brand].' #FallsFestival #YouWereHere
- Real-time live updates: post audio clips, crowd photos, or brief videos during the festival itself to drive FOMO and engagement across platforms.
- 'Hyped for Hometown': create location-specific teasers for each festival city (e.g., Byron Bay, Fremantle) highlighting local culture + your brand tie-in.
- Interactive polls/quizzes: 'Which Falls vibe are you?' or 'Guess our festival day 1 playlist' to drive engagement and data capture pre-event.
Ad copy starters5
“Make New Year Legendary. [Brand] @ Falls Festival—where music, art & vibes collide.”
“Your Festival Moment Starts Here. Catch [Brand] at [Festival Location] this NYE.”
“More Than a Festival. An Experience. Find us at Falls and discover what's next.”
“Dance. Create. Connect. [Brand] bringing good energy to Falls Fest.”
“NYE Unlocked: [Brand] activation at Falls Festival—see you there.”
Tips3
- Match brand energy to festival vibe: Don't drop a corporate tagline at a music festival. Falls is raw, youthful, and culture-driven—your activation must feel organic, not like an ad insertion.
- Prioritize social-shareability: Every activation touchpoint should be Instagrammable, TikTok-worthy, or FOMO-inducing. Queues form when people see friends posting.
- Go beyond samples: Free products alone won't stand out. Add utility (charging station), entertainment (live music/art), or transformation (customization, photo booth) to drive genuine engagement and loyalty.
Falls Festival started in 1993 as a small concert called Rock Above The Falls in Lorne, Victoria. Simon Daly founded it, aiming to create a memorable music event.
Over the years, it expanded, adding more locations and attracting bigger crowds.
In 2003, the festival introduced a second location in Marion Bay, Tasmania. This allowed simultaneous events with bands performing at both sites on alternate nights.
The addition of Marion Bay boosted the festival’s popularity and helped attract more prominent artists.
The festival has continued to grow, adding more activities and winning numerous awards. The introduction of the Byron Bay location in 2013 further expanded its reach.
Falls Festival now features a diverse lineup of music, arts, and activities, making it a significant cultural event in Australia.
Dress Up in Festival Gear
Get into the spirit by donning festival-inspired outfits. Think colorful, bohemian, and whimsical. Throw on some face paint or glitter to complete the look. Dressing up sets the tone for a fun-filled day.
Host a Mini Concert
Gather friends and set up a mini stage in your backyard. Play music from past Falls Festival lineups. Everyone can take turns performing their favorite songs. It’s a great way to relive the festival vibes at home.
Craft Corner
Set up an arts and crafts station. Make festival-themed decorations like banners, flags, or flower crowns. Crafting together adds a creative touch to the celebrations and keeps everyone engaged.
Watch Past Performances
Compile a playlist of memorable performances from previous Falls Festivals. Watch them together with friends. It’s like experiencing the festival’s best moments from the comfort of your living room.
Camp Out
Recreate the festival camping experience by pitching tents in your backyard, lighting a campfire, and sharing stories or playing acoustic music. Camping out brings a slice of the festival atmosphere to your home.
Dance Party
Organize a dance party with a playlist of festival hits. Create a dance floor in your living room or garden. Encourage everyone to show off their best moves. A dance party keeps the energy high and the fun nonstop.
Festival Food Feast
Prepare popular festival foods like BBQ, tacos, or gourmet burgers. Set up food stalls in your backyard or kitchen. Enjoying delicious festival treats adds to the authenticity of the celebration.
Capture the Moments
Set up a photo booth with fun props and a festival-themed backdrop. Snap pictures throughout the day. Capturing these moments ensures you have lasting memories of your Falls Festival celebration.