Sherlock: The Abominable Bride

CLIENT: BBC Worldwide

DATE: December 2015

CATEGORY: Digital, Social, Television

After a year-long absence, Sherlock returned to our screens with the one-off Victorian special ‘The Abominable Bride’ on New Year’s Day. BBC Worldwide were keen to engage the show’s global fan-base as anticipation for the broadcast grew over the Christmas period.


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After a year-long absence, Sherlock returned to our screens with the one-off Victorian special ‘The Abominable Bride’ on New Year’s Day. BBC Worldwide were keen to engage the show’s global fan-base as anticipation for the broadcast grew over the Christmas period.

On the official Sherlock Twitter page, fans were invited to send a message to Dr John Watson with the call to action, ‘What would you #Telegram221B?’ As you’d expect, the Tweets flooded-in from fans and influencers including Empire Magazine, official fansite Sherlockology and even the show’s co-creator and star Mark Gatiss. Their reward was an exclusive first-look clip from the show personalised with their content and featuring Dr. John Watson receiving and reacting to their telegram.

Darth Mycroft @vivodiodair

@Sherlock22B OMG. I AM SO HAPPY!!!

Rebecca Gardner @bwayfan88

@Sherlock22B @arwelwjones @Markgatiss Brilliant! OMG yes!! Hahahaha

Victoria Sutherland @veeberston

@Sherlock22B THANK YOU SO MUCH!!!!!!