{"id":3541,"date":"2017-01-12T16:25:48","date_gmt":"2017-01-12T16:25:48","guid":{"rendered":"https:\/\/www.bronco.co.uk\/our-ideas\/?p=3541"},"modified":"2017-01-12T16:57:24","modified_gmt":"2017-01-12T16:57:24","slug":"sherlocklive-integrating-tv-and-social-media","status":"publish","type":"post","link":"https:\/\/www.bronco.co.uk\/our-ideas\/sherlocklive-integrating-tv-and-social-media\/","title":{"rendered":"#SherlockLive: Integrating TV and Social Media"},"content":{"rendered":"<p>As more and more people move away from traditional television screens, instead getting their entertainment fix from on demand services such as Netflix, Amazon Prime and YouTube on their phones, tablets and laptops, reaching the new generation of TV viewers is a struggle that entertainment providers are currently fighting against. Over the past couple of years, we\u2019ve seen television programmes and channels take the leap towards social media and increasing viewer engagement including encouraging fans to take their views online with hashtags and exclusive offerings to those who visit their website.<!--more--><\/p>\n<p>But on Tuesday evening, BBC One showed us how to appeal to the online generation and successfully integrate a popular TV series with an online fandom via social media with #SherlockLive.<\/p>\n<p>At the end of Sunday evening\u2019s programme of Series 4 of Sherlock, viewers were teased with a message to be online at 8pm on Tuesday for #SherlockLive. So instead of sitting down in front of the TV on Tuesday, a whole generation took to their phones and computers, opened up Twitter and participated in an online murder mystery alongside Sherlock Holmes who had hijacked BBC One\u2019s Twitter account.<\/p>\n<h2>Why was it so successful?<\/h2>\n<h2>The Fandom<\/h2>\n<p>Sherlock already has a huge online \u201cfandom\u201d, with the latest incarnation of Mr. Holmes, Benedict Cumberbatch, at the forefront. BBC One acknowledged the power of the online community around the show and harnessed it via a hashtag and a challenge.<\/p>\n<h2>The tease<\/h2>\n<p>In the run up to the event, BBC One sent out multiple tweets throughout the day, the first mentioning that they had received a text from Sherlock who would be taking over their Twitter account that evening:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">We have received a text from someone claiming to be Sherlock Holmes. We won\u2019t let this happen. <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/NotGonnaHappen?src=hash&amp;ref_src=twsrc%5Etfw\">#NotGonnaHappen<\/a> <a href=\"https:\/\/t.co\/lCJGctPAhc\">pic.twitter.com\/lCJGctPAhc<\/a><\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818792536659533824?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Then several more insisting that nothing would be happening, even up to 5 minutes before the chat was to begin:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Again, we\u2019d like to assure everyone that <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a> is not a thing and will not be happening at 8pm.<\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818909258951589888?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The moment at which the takeover began saw BBC One\u2019s profile picture, which is normally their logo, change to BBC 22OneB \u2013 a play on 221B Baker Street \u2013 with the now iconic wallpaper background from inside the flat:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Too late. I\u2019m already here. I\u2019m bored and angry and I need a distraction. So this is me, Sherlock, taking over the BBC. <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a> <a href=\"https:\/\/t.co\/Qo3AVdettJ\">pic.twitter.com\/Qo3AVdettJ<\/a><\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818910395570089984?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2>Instant interaction<\/h2>\n<p>Throughout the solving of the mystery, Sherlock was interacting with those taking part, including retweets where people had made suggestions and typically Sherlockian sarcastic remarks and insults to others:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Hm. Interesting&#8230; <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a> <a href=\"https:\/\/t.co\/VTiHMUetpJ\">https:\/\/t.co\/VTiHMUetpJ<\/a><\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818917150836527108?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">There&#39;s a lot of mental activity going on. Shame it&#39;s all mine. <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a> <a href=\"https:\/\/t.co\/hZGvSvHs0D\">https:\/\/t.co\/hZGvSvHs0D<\/a><\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818919520060526592?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The opportunity for fans to be recognised by the man himself made sure that people weren\u2019t just sitting back and watching all the action happen, but were furiously tweeting BBC One trying to solve the murder and get noticed by Sherlock, thus increasing the reach of their Twitter account alongside additional hype around the series in general.<\/p>\n<h2>Use of multimedia<\/h2>\n<p>BBC One didn\u2019t just stick to simple tweets for their giant murder mystery; they used a range of multimedia to get fans involved. This included using the standard Twitter features, polls, video, imagery and gifs which any marketer has at their disposal:<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Mrs Hudson asked me to tweet ANOTHER clue as she\u2019s confused by everything. Ridiculous. Click on this if you REALLY need to. <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a> <a href=\"https:\/\/t.co\/24ZrZDpUjW\">pic.twitter.com\/24ZrZDpUjW<\/a><\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818919607415218182?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">The CCTV shows the masked man dragging the body in the direction of the fridge, but I visited the restaurant myself\u2026 <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a> <a href=\"https:\/\/t.co\/3k8wHsutGG\">pic.twitter.com\/3k8wHsutGG<\/a><\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818917912471748608?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">So, come on, amuse me, who do you think did it? <a href=\"https:\/\/twitter.com\/hashtag\/SherlockLive?src=hash&amp;ref_src=twsrc%5Etfw\">#SherlockLive<\/a><\/p>\n<p>T&amp;C&#39;s: <a href=\"https:\/\/t.co\/MKtjrtfATB\">https:\/\/t.co\/MKtjrtfATB<\/a>.<\/p>\n<p>&mdash; BBC One (@BBCOne) <a href=\"https:\/\/twitter.com\/BBCOne\/status\/818914326950146050?ref_src=twsrc%5Etfw\">January 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2>Twitter Moments<\/h2>\n<p>And even when all the action was over, BBC One decided finish the game off with one final push: using the recently launched Twitter Moments: <a href=\"https:\/\/twitter.com\/i\/moments\/818932686056292352\">#SherlockLive: Your Reactions<\/a>. This gave fans a roundup of the activity as well as giving people that one last chance at being featured on BBC One\u2019s Twitter account.<\/p>\n<p>So is this BBC One throwing down the gauntlet and recognised that social media for the younger generation TV viewers shouldn\u2019t be ignored? Is this the beginning of a new era of connecting what we see on screen and off screen by linking into social media? Only time will tell!<\/p>\n<p><strong>Did you participate in #SherlockLive? And more importantly, did you solve the murder?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As more and more people move away from traditional television screens, instead getting their entertainment fix from on demand services such as Netflix, Amazon Prime and YouTube on their phones, tablets and laptops, reaching the new generation of TV viewers is a struggle that entertainment providers are currently fighting against. Over the past couple of [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":3542,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"class_list":["post-3541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/posts\/3541","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/comments?post=3541"}],"version-history":[{"count":0,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/posts\/3541\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/media\/3542"}],"wp:attachment":[{"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/media?parent=3541"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bronco.co.uk\/our-ideas\/wp-json\/wp\/v2\/categories?post=3541"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}