Series 3 of Sherlock was never going to happen without fuss. Here’s how we harnessed and built on the huge excitement and anticipation around the launch.
THE CHALLENGE
The BBC's popular drama Sherlock has been off our screens for two years and our brief was to generate buzz and excitement for the returning series amongst over 10 million Sherlock fans.
THE SOLUTION
Using wireWAX technology, we created an interactive trailer with clickable hotspots embedded throughout. These seamlessly link through to new pieces of video footage and exclusive content, giving fans a tantalizing tease of the storylines coming up in series 3.
A hotspot requiring a code to unlock it was hidden in the trailer revealing exclusive behind-the-scenes interviews with the cast and writers.
We created an on-air trailer to point to the interactive trailer on bbc.co.uk and it was also posted on the BBC One Facebook and Twitter pages.
THE RESULTS
In the first hour after the trailer launched there were more than 300 views per second, with nearly 500,000 views recorded within 48 hours and nearly 1 million clicks on tags. Average interactions per active viewer exceeded 4.5. The trailer is 60 seconds long but total average time spent in the experience so far is 5 minutes 19 seconds.
Teasers
On air teasers drip-fed the information that Sherlock was alive, and prompted fans to re-watch season two for the clues required to enjoy an upcoming interactive Sherlockian experience.
Interactive Trailer
Using wireWAX technology, we created an interactive trailer with clickable hotspots embedded throughout.
Exclusive Content
We hid a hotspot in the trailer, which required a code to unlock it. Finding the hotspot and cracking the code revealed exclusive behind-the-scenes interviews with the cast and writers.
Ambient Media
A chalk outline at the real-life scene of Sherlock’s apparent death and a hearse with his coffin generated plenty of PR and social buzz.
