Sherlock, hashtags and a Twitter frenzy

By Nov.27, 2013

On Saturday we were all treated to the new teaser trailer for Sherlock Series Three, which created quite a fan frenzy on Twitter about Sherlock’s return to the small screen.

#SherlockLives - Hashtag Frenzy

Hashtag Frenzy (Picture: YouTube/BBC)

After the bloody end to series two that saw Sherlock Holmes (Benedict Cumberbatch) fall to his death, audiences have been waiting in anticipation for his return. The first teaser trailer concentrated on the reactions of a moustached John Watson (Martin Freeman) and Mrs Hudson (Una Stubbs) as he returned to Baker Street after his faked death. But this new 30 second trailer focuses on the fans and the Twitter frenzy rather than juicy plot details.

Oh My God! #SherlockLives

With all his closest friends thinking he is dead, the trailer begins with Sherlock’s tombstone moving onto a shell-shocked Watson confronted by his resurrected friend. The trailer then moves to a room of fans where one female fan exclaims “Oh my god!” after receiving the news on her phone.

#SherlockLives - Oh My God!

Oh My God! (Picture: YouTube/BBC)

The screen becomes flooded with an array of hashtags (see image: Hashtag Frenzy) as the excited fans spread the message across social networking sites. The trailer ends with Sherlock on top of a building with the programme’s chosen hashtag #SherlockLives to entice viewers to tweet and share away.

#SherlockLives - Coming Soon

Coming Soon (Picture: YouTube/BBC)

Creating a buzz

The trailer’s release was well timed by the BBC, launching straight after the worldwide broadcast of 50th anniversary special The Day of the Doctor. Like the fans depicted in the trailer, people jumped straight onto Twitter and other social networking sites to join in on the conversation. With the hashtags featuring so predominately during the trailer to entice the viewer, it is no real surprise #SherlockLives trended instantly on Twitter.

With over 2 million views on YouTube and the activity online, this is a well-executed and engaging marketing campaign that utilised the power of social media and the humble hashtag. If you missed the Sherlock trailer, watch it below.

What did you think of the trailer and its use of hashtags? Share your ideas in the comments below.

About Kristian Stock

Kristian is a marketing professional who specialises in social media, digital marketing and is editor of film blog Filmostock. For the latest film, television and trailer reviews go to

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