Live Nation & Luger | Lyric Lounge

Luger and Live Nation are the force behind most live events in Sweden. However, the Luger and Live Nation brands are often overlooked and hidden behind the artists and events themselves. The task was to develop a campaign where the Luger and Live Nation brands take center stage and feel innovative and modern.

Live Nation and Luger presents the Lyric Lounge, a pop-up karaoke booth at one of Sweden’s largest outdoor festivals, Way Out West.

The pop-up booth will be a surprise for guests attending the festival, when what looks like a regular karaoke place, turns into an unforgettable experience when their idols and favourite artists turn up to join them in their biggest songs. The non-suspecting guests will be filmed through hidden cameras as well as a camera team on location to create a case study for the experiment that will serve as the social media side of the campaign. The video content generated from the Lyric Lounge over the course of the festival will be edited and put together to create content for social media and YouTube to generate further buzz after the festival has ended.