Sherlock Season 4

Sherlock Season 4

AXN recently premiered the BBC’s drama series Sherlock Season 4 in India with an integrated 360-degree marketing campaign. The channel partnered with Uber and Social after taking cues from the global campaign. It adapted the international thought ‘It’s not a game anymore’ and created an India-specific campaign. The show garnered social media conversations from fans around the campaign tagline and the show. All marketing elements like on-air promotions, social media buzz, on-ground association, outdoor campaigns, radio spots and PR tools were strategically used to make the premiere a huge success.

The integrated activities began with a month long on-air campaign that included one-of-a-kind association with India’s Uber app and youth hangout joint Social. The first step was for Uber travellers to unlock the Sherlock code on the Uber app. This resulted in top 100 winners of the activity to watch exclusive screening of Sherlock Season 4 episode before the India premiere. The three-week long collaboration with Social enabled fans to experience Sherlock’s eccentric lifestyle by being part of an exciting treasure hunt across key Social outlets in India. The fans also got photographs clicked at the Sherlock zone created at the venue, which was equipped with Sherlock props, and win exclusive AXN hampers. AXN got on board stand-up comedian of EIC fame, Azeem Banatwalla, to take viewers through the ‘Sherlock’ voyage. A five-minute crash course to all the previous episodes coupled with Azeem’s wacky humour, got over one million views creating tremendous buzz online.

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