sherlockbbcCASE STUDY

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W!"?The BBC Sherlock Holmes Season 2 provides an exceptional

example of how to incorporate social media elements into the TV content seamlessly & economically, while deftly enhancing the main story line. The invitation to the viewer to engage in social or multi-screen viewing is not forced or gratuitous, rather expands on the

characters, their interactions & key plot points.

sherlockholmesBBC 2011-12

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8  cases  to  solve  connected  to  mystery  in  film

clues  in  videos,  ar4cles,  flash  games,  virtual  searches  of  rooms

character  introduc4ons  

“Easter  Eggs”  reveal  info  that  connects  to  film

a  mul4player  op4on:  invite  a  Facebook  Friend  to  play  as  Watson  or  Holmes  

personality  quiz  determines  role  

two  players  work  together  to  assemble  clues  that  when  looked  at  together  lead  to  the  solu4on  of  each  case

Caitlin  Burns

 hHp://thesocialrobot.com/2010/01/221b-­‐social-­‐media-­‐and-­‐storytelling-­‐at-­‐their-­‐finest/

221B

BBC 2011-12

sherlockholmes

8,800,000 viewers in uk episode 1 Jan 2012. 30% audience share

7,500,000 viewers episode 1 July 2010

the Science of deduction

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in-timeblogging

Dr. John watson

Episode 1 refers to Watson’s Blog repeatedly in 1st 10 minutes.Holmes’ is referred to too, though his lacks the viewers of Watson’s

Irene Adler & her blog are introduced 20 minutes in, encouraging viewers to search for the blog.

Mycroft refers to her as ‘The Woman.’

However, her blog, a tumblr site is not launched until the day after the episode airs, January 2, 2012

http://missadlerthewhiphand.tumblr.com

The site isn’t listed as an official BBC site, yet... images are incorporated into the show AND have a good look at the content...

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integrated

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transmediaStorytelling

content across platforms

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• contained plot point

• dramatic tension

• narrative space

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the4thwall• ‘fan’ video

‘discovered on youtube

• cross-posted on Watson’s blog

• watson’s blog hacked with burglary video

• bbc reports on shocking end

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fanfundraiser“With contributions from Stephen Fry, Mark Gatiss, Douglas Wilmer and many more....

The Undershaw Preservation Trust (UPT), with Mark Gatiss [BBC Sherlock] as Patron, is dedicated to the preservation and protection of this important literary building and are campaigning to get this decision overturned, so the house can be restored to its original glory and enjoyed as the single dwelling Sir Arthur Conan Doyle intended it to be...

This book is a collection of short Sherlock Holmes stories and poems written by fans from around the world in support of the Save Undershaw campaign - even the cover has been designed by fans. Royalties from the book go towards the UPT to preserve this wonderful house for future generations of Doyleans, Sherlock Holmes enthusiasts and literary fans of all kinds.”

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youtube series excerpts

youtube trailer 5 blogs

faux bbc news clip

bbc broadcast

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sherlockbbcweb search

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TV V'&w'.- U1

bbciplayer

• a scandal in belgravia

• airs new year’s day

• 623,000 views in 24 hours

• bbc iplayer online viewing up 24% in 2011

• use of iPlayer on mobiles and tablets also up 94 per cent

• TV content continues to draw

• 2.5 million views

fansgettoWork

winner of shorty - best fansite 2012

#believeinsherlock.tumblr

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fanmadecontent

JMoriarty on twitter

‘holmes’ on twitter ‘adler’ on twitter

memesstreet graffiti campaign Irene Adler tumblr

the whip hand

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guerrillacampaign“So… I guess you all have heard/read/seen the news. It’s been pretty hard to miss it - the death of Sherlock Holmes. I’m gutted but I’m doing my best to keep it together. I don’t know about you guys, but I refuse to believe it. That he was a fraud. He just can’t have been, can’t have! I saw him at a crime scene once, I had followed the sound of sirens in hope it’d be one of his cases, and there is NO WAY he was a fake.

You can’t make that sort of shit up, he was too good! He was an inspiration for all of us to be more observant in our every day lives, and I won’t accept the so called truth about Sherlock that is all over the media. I know you feel like I do, and now it’s our turn to show that we haven’t lost faith in him. Sherlock might be gone, but I won’t sit silent!”

“This is a blog to collect the love and creations of Sherlock fans participating in#BelieveInSherlock. Please feel welcome to submit!”

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Sherlock Holmes BBC Case Study was prepared by:

Dr. Siobhan O’Flynn

siobhanoflynn.com @Sioflynn

contactus

TMC R&)*0r+& K'(info@tmcresourcekit.com

tmcresourcekit.com

THANKS (*...

tmcrkpartners

2& S!&r,*+% H*,#&) BBC Case Study is released under a NonCommercial ShareAlike Creative Commons license to be shared, remixed and expanded non-­‐commercially, as long as you credit the TMC Resource Kit, the creator of the Case Study, Anthea Foyer or Dr. Siobhan O’Flynn, and license your new creations under the identical terms.

Images from third parties retain original copyright.

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Slide 5: http://thesocialrobot.com/2010/01/221b-social-media-and-storytelling-at-their-finest/Slide 11: http://mxpublishing.com/product/9781780922256Slide 12: http://mxpublishing.com/product/9781780922256Slide 16: http://www.dailymail.co.uk/sciencetech/article-2151933/Sherlock-popular-BBC-iPlayer-2011-Lara-Pulver-nude-scene-watched-2-5m.html#ixzz28WZl55Zo Slide 19: http://believeinsherlock.tumblr.com/