Brand Experience and Activation > Culture & Context

THE SHUFFLE TICKET

FORSMAN & BODENFORS, Gothenburg / LIVE NATION / LUGER / 2023

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Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

The Shuffle Ticket is 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 magic of a physical concert ticket. The young target audience could interact with the campaign in a number of touchpoints, all inspiring them to step outside their comfort zone.

Background

Live Nation (The world's leading live entertainment company) and Luger (Sweden's leading booking agency for artists) 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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

List the results

The new ticket was covered in more than 75 articles across ten countries, reaching a total audience of over 27 million – and generated massive engagement on social media. The campaign site attracted over 100,000 visitors, and all three ticket drops sold out within minutes. Consequently, the level of interest generated led to an 81% increase in site visits on livenation.se and a 30% increase in ticket sales compared to the same period the previous year – both numbers peaking at the time of the Shuffle Ticket drops. And most importantly: We helped thousands of people discover the magic of live music.

Please tell us about the cultural insight that inspired the work.

Most people rarely step outside their comfort zone when it comes to music – especially when attending live concerts. We are stuck in our genre bubbles. But the most inspiring cultural experiences may hit you when you least expect it, when you just happen to be at the right place at the right time. By translating the shuffle function – a popular method to find new music digitally – we wanted to inspire people to take a chance on new music.

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