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Live Mystery Campaigns

The BBC's Sherlock Live Allows Fans to Solve a Mystery Using Twitter

— January 11, 2017 — Marketing
Currently taking place on Twitter, the BBC is hosting a Sherlock Live event, encouraging mystery fans to try out their own powers of deduction. The interactive Twitter experience consists of the BBC 1 account tweeting clues and other details of a case for followers to collect and solve.

The campaign also serves to advertise their show Sherlock, a contemporary version of the stories by Arthur Conan Doyle starring Benedict Cumberbatch and Martin Freeman, which recently began a new season. Sherlock Live (or #SherlockLive) began at 8pm GMT on Tuesday, January 10th. The mystery you can solve online is a clever way to engage with fans of the program as well as incorporating other Twitter users who may see the hashtag trending.
Trend Themes
1. Interactive Twitter Experiences - Businesses can create interactive experiences, like Sherlock Live, that engage customers and incorporate social media platforms.
2. Mystery-centric Campaigns - Companies can tap into mystery and escape room trends by creating campaigns that allow customers to solve puzzles or clues.
3. Cross-platform Promotion - Marketing initiatives can simultaneously advertise content and engage online audiences through cross-platform promotional tactics.
Industry Implications
1. Media - Media companies can use interactive social media campaigns, like Sherlock Live, to promote their shows and engage audiences.
2. Entertainment - Entertainment companies can create mystery-centric campaigns to capitalize on the popularity of escape rooms and puzzle-solving.
3. Marketing - Marketing agencies can use cross-platform promotion to advertise their clients' content while also encouraging online engagement.
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