A VIRTUAL BRAND-BUILDING EVENT FOR BARTENDERS
Lock-In Live for Monkey Shoulder
Sometimes, having to adapt your live events format to account for things like global pandemics can result in creating something completely new, different and – ultimately – hugely successful.
That was the case for our client Monkey Shoulder, who asked us to devise a brand-building event for bartenders during lockdown.
The event was designed to support and champion the on-trade community, particularly during the long period in which bars were closed and the immediate future was uncertain. Most of all it was about bringing bar hacks and entertainment to the wider bartending community in a unique Monkey Shoulder style.
Our response was Lock-In Live, the ultimate drinks and entertainment show that has run in both 2020 and 2021. A live broadcast, on a bespoke digital platform, the shows were packed with tasty cocktails, prize giveaways, great music and chat from some of the world’s best and most-inﬂuential bartenders, plus the Monkey Shoulder brand ambassadors from around the world.
DJ Santero provided live music for all the shows broadcast to date and ends each show with a live mix. The show also featured Harry Mack, the brilliant freestyle rapper.
A wheel of fortune, a wind machine and good old guessing games were incorporated to give away a host of branded swag, including the entire set back bar.
By beaming-in contestants to the live show via their video streams we created next-level engagement and a strong sense of inclusion.
Both 90-minute shows were a huge success, with average viewing time of over an hour and more than half the audience taking part in the live competitions. The virtual event is now part of Monkey Shoulder’s annual advocacy programme, even with the return of in-person events, and has inspired new virtual events for other brands across the William Grant & Sons portfolio.
Lock-in live 2020 was also a Campaign Experience Awards ﬁnalist for two categories; ‘Global brand Activation‘ & ‘Virtual Experience B2B‘, as well as being a ﬁnalist for the ﬁrst ever Digital Event Awards ‘Best Live Streaming Experience‘ category.