Live Nation / Luger
Client: Live Nation / Luger
Product: Concert tickets
Title: The Shuffle Ticket
Date Of Campaign: Jan 2023
Background: Lockdown meant that many young people missed the chance to go to their first concert or festival. But in 2022 ticket sales increased after two years of negative trend; now you could finally experience live music again. Sweden’s leading concert organizers Live Nation and Luger wanted to talk about the wide range of concerts and festivals in spring/summer 2023, and at the same time encourage young people (18-30 years) to dare to discover new music.
Idea: We combined two different items – the concert ticket and the scratch card – and created a never-before-seen product. The Shuffle Ticket is a new type of ticket – a scratch ticket that grants you a randomly selected live experience. With inspiration from the "shuffle function" on playlists, we created a ticket to encourage people to step outside their comfort zone. The project was launched in an integrated campaign via social assets, online film, out of home, artist collaborations and PR. All assets pointed towards the custom online shop, where the tickets were sold during three drops. A new product, a new media channel and a new way to help people discover music. And in a time where digital tickets, QR codes and emails are standard, we brought back the excitement of a physical concert ticket.
Results: The new ticket was covered in over 75 articles in ten countries with a total reach of over 27 million – and generated massive engagement on social media. The site was visited by over 100,000 people and all three drops sold out within minutes. And most importantly: We helped thousands of people discover the magic of live music.