Holtback Yeter

Art Director at Forsman & Bodenfors. Based in Gothenburg, Sweden.

︎ About

The Shuffle Ticket

Live Nation & Luger

Live Nation and Luger, the leading live concert organizers in Sweden, wanted to highlight their wide range of concerts. However, when buying tickets, people tend to go for artists that they’re already familiar with.

Today, the most common way to find new music is through the shuffle function. So, we took this behavior and turned it into a brand new product.

'The Shuffle Ticket' is a scratch ticket combined with a concert ticket, that gives two people a randomly selected concert experience, in Stockholm, Gothenburg, or Malmö. An arena show with The Weeknd, a club gig with The Chats, or a festival pass to Lollapalooza? Those were just a few of the hundreds of events that were in the mix.

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.