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 focused heavily on how best we could engage the pre-existing Sherlock fans around this new experience in the run-up to launch.
I ran a social listening piece prior to creating the strategy, to allow us to understand all the different facets of the Sherlock fandom, their interests, their character allegiance, pain points, and platform preferences. It was really important to know the difference between a Sherlockian and a Cumberbitch, and how to talk to both if this was going to be a successful strategy.
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.
It’s #SherlockHolmesDay!— Sherlock: The Official Live Game (@221B) May 22, 2018
Mark Gatiss and Steven Moffat have a special message for the Sherlock fandom. Come at once if convenient. If inconvenient, come anyway. Sign up: https://t.co/M2dA0v5t9i #TheGameIsNow pic.twitter.com/FNKL7ZmChD
Mycroft has put out the call. The Network needs volunteers. Can you fill the shoes of the legendary Sherlock Holmes?— Sherlock: The Official Live Game (@221B) June 5, 2018
Sherlock: #TheGameIsNow is the Official Sherlock #EscapeRoom Game from #StevenMoffat, @Markgatiss & @timerun. Coming to London 2018! https://t.co/DSj9dYLal7 pic.twitter.com/NfE6ZrZDlm
You can watch a webinar about how myself and my trusty creatives and community managers, the Nerd Pirates put this all together