Kim Townend

Social Media Listening & Strategy

Sherlock: The Game Is Now (Official BBC Escape Game)

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From Feb 2018 for one year until the official opening I led the digital strategy for the official Sherlock Immersive Experience, The Game Is Now.

Playing to my love of social and TV and fandom the strategy has focused heavily on how best we can engage the pre-existing Sherlock fans around this new experience in the run-up to launch.

Using this data I was also able to craft a multi-platform UGC campaign across one week in Summer, we knew which platforms to focus on, and which platforms worked for which communities. For example, Instagram was home to the Sherlock Cosplay communities, whereas Tumblr was more interested in shipping and trivia.

I put together partnerships with Tumblr, and achieved a whopping 40 million organic impressions on a #SummerofSherlock activation. Wrote the briefs for all creative, put together the paid social strategy and implemented it, ran the influencer outreach, created a cosplay photobomb on the set of 221b at Comicon and led all digital activity.

The organic stats for Summer of Sherlock were as follows:

  • 32 million impressions from Tumblr
  • 2.5 million impressions from our owned social
  • 4.6 million hashtag impressions on Twitter
  • Over 1 million impressions of the game trailer video.

See a recommendation from the CCO Josh here.

 

https://www.tumblr.com/221b-investigates/175481476937/tumblr-sherlocks-very-own-mark-gatiss-and-steven

You can watch a webinar about how myself and my trusty creatives and community managers, the Nerd Pirates put this all together