The document discusses how the BBC Sherlock Holmes television series effectively incorporated social media elements into its storytelling. Key elements included games and puzzles embedded within character blogs and websites that expanded on plot points from each episode. This immersive experience engaged viewers and increased audiences for each season. Fan communities also emerged online, producing their own content and campaigns that further spread awareness of the show. The seamless integration of transmedia storytelling across multiple platforms enhanced viewer engagement and helped make Sherlock one of the BBC's most popular and social shows.

1. sherlockbbc
CASE STUDY
GO

2. Why?
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.

3. BBC 2011-12
sherlockholmes

4. Twitter & Facebook games
make it social 2009

5. 221B
integrated immersive social game
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/

6. BBC 2011-12
sherlockholmes
7,500,000 viewers episode 1 July 2010
8,800,000 viewers in uk episode 1 Jan 2012. 30% audience share

7. Alternative Distribution Channels
in-timeblogging
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
the Science of deduction Dr. John watson

8. Irene Adler
teasingin-time
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...

9. Integrated
transmediaStorytelling
Episode 1: blogs, tumblr site referred to 10 & 20 minute mark
integrated content across platforms

10. The Content Design
storynode
Episode 2: blog
comment referred
to 20 min. mark
• contained plot point
• dramatic tension
• narrative space

11. Break
the4thwall
• ‘fan’ video
‘discovered on
youtube
• cross-posted on
Watson’s blog
• watson’s blog hacked
with burglary video
• bbc reports on
shocking end

12. Fans take charge
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.”

13. BBC Distributed Content
MultiplePlatforms
youtube series excerpts faux bbc news clip
youtube trailer bbc broadcast
5 blogs

14. Google Insights
sherlockbbc
web search
Sept. 2012

15. Google Insights
sherlockbbc
Sept. 2012

16. TV Viewing Up
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

17. fansgettoWork
winner of shorty - best fansite 2012

18. Integrated
fanmadecontent
‘holmes’ on twitter ‘adler’ on twitter
JMoriarty on twitter
#believeinsherlock.tumblr memes
street graffiti campaign Irene Adler tumblr
the whip hand

19. #BelieveInSherlock
guerrillacampaign
@BelieveInSherlock.Tumbler.com Fan Site
“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.
Berlin believes! North Texas believes!
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!”
Hong Kong believes! Vienna believes!

20. BelieveInSherlock.Tumbler.com
mappingfanactivity

21. Get in Touch
contactus
TMC Resource Kit
info@tmcresourcekit.com
tmcresourcekit.com
Sherlock Holmes BBC Case Study was
prepared by:
Dr. Siobhan O’Flynn
siobhanoflynn.com @Sioflynn

22. tmcrkpartners
THANKS to...

23. The Sherlock Holmes 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.

24. urls for Sherlock BBC
Slide 5: http://thesocialrobot.com/2010/01/221b-social-media-and-storytelling-at-
their-finest/
Slide 11: http://mxpublishing.com/product/9781780922256
Slide 12: http://mxpublishing.com/product/9781780922256
Slide 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/