Live Nation and Luger had a clear but challenging objective: with limited funds, create nationwide awareness about, and interest in, their upcoming live concerts. This means that the campaign not only had to present appealing artists and bands, but also be interesting enough to get media all over Sweden to pick up the story. The target audience were young people (18-30 years) in major cities in Sweden interested in music and live concerts.
How do we get young people to discover new music, while showing the wide range of concerts offered by Live Nation and Luger? 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.
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. So how could we harness the mass interest of attending concerts post Covid, while also boosting awareness for both the brands and the vast array of events? We decided to use the excitement created when not knowing which event you were attending – giving us the opportunity to talk about the wide range of concerts in a surprising, entertaining, and newsworthy way.
The Shuffle Ticket was launched in the beginning of 2023 to kick off the concert calendar. The new offer was released 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 1,000 tickets were sold once a week during three drops. A new way of communicating the magic of a live music – and a conversation starter among the target audience. The campaign ran from January 16 to February 8 2023.
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.
