Lock-In Live for Monkey Shoulder

The Challenge.

Following the cancellation of global bartender advocacy programme Camp Monkey, we needed to create an experience that delivered the same Monkey fun, entertainment, and industry insight during a pandemic.

The elements that made Camp Monkey unique (unforgettable location, a packed schedule of seminars, team building games & excursions) just weren’t possible to replicate in a virtual experience.

The key message was ‘Future Proofing’ the industry, but it also had to be entertaining and something that would create a strong international community and genuine long-term brand advocacy.

Monkey Shoulder
Monkey Shoulder TV

Our solution.

Exclusivity. Live interaction. Music.

We reinvented the conventional virtual event with Monkey Shoulder Presents… Lock-In Live. A three-hour exclusive live studio broadcast event in the style of TFI Friday meets Monkey Shoulder, hosted in our broadcast studio complete with a stage, fully functional Monkey bar, themed props, LED wall and green room.

For an exclusive feel we sent an interactive invitation and personalised gift box around the world to each guest. Beating ‘Zoom fatigue’ we had a global audience of over 130 bartenders from 32 different countries on the night.

There were presentations, interviews and live Q&As from industry legends from all over the world, covering various topics relating to ‘Future Proofing’ the industry. The legendary DJ Santero was scratching Monkey Mixes live throughout the broadcast, and we had a live interactive quiz with results and winner of the awesome prizes streamed live to the studio.

A Monkey Shoulder streaming portal was created which broadcast the show live with a live community chat function, and then also on demand. It was such a success, it’s now a new yearly advocacy programme.


This project was a finalist at the 2021 Digital Event Awards and Campaign Experience Awards.


Find out more about our hybrid and live experience services here.