Whodunnit? #SherlockLive takes Twitter by storm.

Well, last night was surely a treat for fans of the popular BBC One crime drama Sherlock. The fourth series of the programme aired on 1st January and has since been gripping fans of the show. To celebrate the new series, writers Steven Moffat and Mark Gatiss tweeted live to fans in the character of Sherlock on the official @BBCOne Twitter page last night (10th January).

We have received a text from someone claiming to be Sherlock Holmes. We won’t let this happen. #SherlockLive #NotGonnaHappen pic.twitter.com/lCJGctPAhc

— BBC One (@BBCOne) January 10, 2017

Fans were given the opportunity to solve a new mystery online and in real-time through the use of Twitter, users had to crack the murder case of Daniel Collard with a series of clues provided through Tweets. Case files, police interviews and suspects lists were given to users to aid them in solving the case. A series of polls were also created to increase the interactive aspect.

Too late. I’m already here. I’m bored and angry and I need a distraction. So this is me, Sherlock, taking over the BBC. #SherlockLive pic.twitter.com/Qo3AVdettJ

— BBC One (@BBCOne) January 10, 2017

So, a man died. Here are extracts from Lestrade’s interviews with his employees. Could he have been having an affair? #SherlockLive pic.twitter.com/t1OLTcEDUw

— BBC One (@BBCOne) January 10, 2017

Jo Pearce, the creative digital director at BBC Wales mentions it was an idea already in the works. “It’s an idea we’ve had for some time – I’ve just been waiting for the right opportunity to try it out.”

We would like to apologise for the hacking of our Twitter account and can assure you that normal service will resume shortly. #SherlockLive

— BBC One (@BBCOne) January 10, 2017

This was a genius way of encouraging fan interaction and giving fans something exciting to look forward to, as opposed to just watching the show. It further introduces new fans to the TV show who may have not known of its existence prior – as Twitter is such a huge social media platform, trends attract new audiences. The BBC and the writers of Sherlock created something well thought through; they were able to spot their target audience and created a stunt which coincides with their interests. It was a huge win for all involved.

– @JohnnyBarnes_