LoveJuice: Taking Secret Sessions to the Upper Deck
200 guests. One boat. And a Secret Session with a very different backdrop…
The Challenge:
If you've been following our Secret Sessions, you'll know that this brilliant series is all about bringing DJs and partygoers together in unexpected places.
We've already taken over a barbershop in Shoreditch and turned a London nightclub space into an actual house party. Both have shown us just how much appetite there is for intimate, unexpected events that give the LoveJuice community something they couldn't get from a normal night out.
So, what next?
We wanted to push the idea in a new direction. Quite literally, as it turned out...
Our Insight:
Part of what makes Secret Sessions work is the contrast. Take the energy of a LoveJuice night and put it somewhere that makes people think, hang on, what's happening here?
For this third instalment in the series, we took that thinking out of London's nightlife venues altogether and onto the Thames.
A boat gave us everything we wanted: a limited guest list, London as our backdrop and, frankly, a pretty amazing place to throw a party.
The Execution:
We took over the Jewel of London for an intimate Secret Session on the Thames, with LoveJuice DJs playing as the boat made its way through the city.
With just 200 places available, we used social to build anticipation and manage demand. Four collaborative grid posts and ten Stories drove people into the ballot, with followers commenting "Upper Deck" on Instagram for the chance to get on board.
750 people signed up for 200 places.
On the night, guests boarded at Westminster Pier before heading out onto the Thames for an evening of LoveJuice DJs and London views.
And because the setting did so much of the work for us, we didn't need to overcomplicate things. The boat, the music, the crowd and the city became the experience.
Guests shared the night across their own Stories, while photography and a wrap-up film captured the event for LoveJuice's social channels.
“It was a wicked boat party on the Thames, taking over the Jewel of London for a Secret Session like no other. Great turnout, unreal vibes and everyone bringing the energy to the dance floor. Exactly what LoveJuice is all about, and we can’t wait to do it again.”
The Results:
A packed boat, a brilliant night and plenty of love for Secret Sessions. Full results coming soon.
Why It Matters:
Three Secret Sessions in, and we're still finding new ways to surprise people. From a barbershop to a house party and now a boat on the Thames, we've kept the bones of what makes Secret Sessions work while taking each one somewhere completely different.
So, where next?