# Live Mystery Campaigns The BBC's Sherlock Live Allows Fans to Solve a Mystery Using Twitter By Alyson Wyers | Published 2017-01-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sherlock-live References: [mashable](http://mashable.com/2017/01/10/sherlock-live-twitter-mystery/) & [twitter](https://twitter.com/BBCOne/status/818224795129147393?ref_src=twsrc^tfw) Currently taking place on [Twitter](https://www.trendhunter.com/trends/glass-onioninspired-murder-mystery-game), the [BBC](https://www.trendhunter.com/trends/selfie-booth1) is hosting a Sherlock Live event, encouraging mystery fans to try out their own powers of deduction. The [interactive Twitter experience](https://www.trendhunter.com/trends/fans-have-more-friends) 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 Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 70% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Twitter Experiences:** Businesses can create interactive experiences, like Sherlock Live, that engage customers and incorporate social media platforms. - **Mystery-centric Campaigns:** Companies can tap into mystery and escape room trends by creating campaigns that allow customers to solve puzzles or clues. - **Cross-platform Promotion:** Marketing initiatives can simultaneously advertise content and engage online audiences through cross-platform promotional tactics. ### Sectors Adopting This - **Media:** Media companies can use interactive social media campaigns, like Sherlock Live, to promote their shows and engage audiences. - **Entertainment:** Entertainment companies can create mystery-centric campaigns to capitalize on the popularity of escape rooms and puzzle-solving. - **Marketing:** Marketing agencies can use cross-platform promotion to advertise their clients' content while also encouraging online engagement. ## Related on Trend Hunter - [Immersive Mystery Events](https://www.trendhunter.com/trends/crime-scene-investigator.md) - [Interactive Luxury Brand Storytelling](https://www.trendhunter.com/trends/mystery-at-the-grooms.md) - [Murder Mystery Puzzles](https://www.trendhunter.com/trends/murder-on-the-underground.md) - [Mixed-Reality Treasure Hunts](https://www.trendhunter.com/trends/mixed-reality-treasure-hunt.md) - [Murder Mystery Dining Experiences](https://www.trendhunter.com/trends/the-perfect-bite.md) - [Fairytale Mystery Games](https://www.trendhunter.com/trends/the-fairytale-files-interactive-murder-mysteries.md) - [Regency Gin Campaigns](https://www.trendhunter.com/trends/tanqueray-and-bridgerton.md) - [Whodunit Restaurant Promos](https://www.trendhunter.com/trends/outback-steakhouse-destroy-the-evidence.md) - [Collaborative Mystery Games](https://www.trendhunter.com/trends/enigmas-of-dark-stories.md)