VIDEO DESCRIPTION:

Play, download and edit the free video Sherlock - Series 4 - Teaser.

Year: 2107

Awards: Clio Awards Gold, Clio Entertainment Awards Gold, Promax Europe Silver, Promax UK Bronze, Kinsale Shark Awards Silver, Creative Circle Silver and Bronze.

Creative Partners: Digital Studios

Fans of Sherlock have come to expect his triumph, but in Series 4 he became more vulnerable. Our research showed fans speculating this series would be the last, so we spotted an opportunity for playful misdirection with content featuring apparent clues.

Our decision to play with heightened jeopardy inspired the creative idea: ‘It’s not a game anymore.’ We took a darker tone than in previous series, making the concept of ‘game play’ central to every phase of our global 360 campaign. We hinted at the possible return of Sherlock’s nemesis Moriarty –making it seem like he was vandalising the campaign.

Starting with a trailer launch at Comic Con, we strategically released content across all platforms, sending the Sherlock rumour mill into meltdown. Partnering with Amazon in the US, we became the first brand to take over their platform, turning shopping into a game.

We incorporated exclusive social filters, staged PR stunts including the Watsons’ birth announcement in national press, and continued dropping hints about plot as the series progressed.

The Comic Con trailer alone made 110 million social impressions, reaching 48 million users on Sherlock social channels alone with 32 million organic views.

The campaign’s success helped generate a peak UK audience of 11.3 million viewers: the biggest over the festive period, making that episode the most watched drama in the last 12 months. Overall the campaign saw 514 million social impressions, 15 million social engagements, 5,000 pieces of global press coverage and £36 million worth of non-paid media.

Download, play and edit free videos and free audios from Sherlock - Series 4 - Teaser using RedcoolMedia.net web apps