{"id":70358,"date":"2014-01-03T10:00:13","date_gmt":"2014-01-03T10:00:13","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/sherlock-lives-viral-marketing-hashtag\/"},"modified":"2014-01-03T10:00:13","modified_gmt":"2014-01-03T10:00:13","slug":"sherlock-lives-viral-marketing-hashtag","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/","title":{"rendered":"Guerrilla Viral Marketing Tactic of the Week &#8211; #SherlockLives"},"content":{"rendered":"<p>If you\u2019d taken a walk past the Henry VIII entrance to St. Bart\u2019s hospital on the morning of New Year\u2019s Day, an unusual shape would have been in your path.<br \/>\nThis sneakily arranged promotion for Series 3 of BBC show Sherlock was used to build excitement and conversations on social media during the day, before the long-awaited episode finally aired at 9pm. How? With easily shareable images, clever use of Tumblr (the hunting ground for many Sherlock fans) and the strategically placed #SherlockLives hashtag in the photo. Even the BBC\u2019s official Twitter account adopted the hashtag as its name for the day.<br \/>\nIt worked spectacularly. The original post on the BBC\u2019s Tumblr account, which contained this photo and several others, has more than 43,000 notes at the time of writing. The short hashtag that appears here alongside the chalk outline has been used by avid Sherlockians on Twitter hundreds of thousands of times.<br \/>\nFrom headlines to articles and newsletters, copywriting is generally about full sentences completed with perfect grammar. When the length of the content is drastically cut down to just a few words, a copywriter\u2019s ability to be succinct can make all the difference. There\u2019s also a significant advantage to using a shorter hashtag as part of a campaign, as it means users have more precious characters left over to make their tweet personal.<br \/>\nEffective copywriting needn\u2019t be an unsolvable mystery (groan) \u2013 <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\">contact us<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019d taken a walk past the Henry VIII entrance to St. Bart\u2019s hospital on the morning of New Year\u2019s Day, an unusual shape would have been in your path. This sneakily arranged promotion for Series 3 of BBC show Sherlock was used to build excitement and conversations on social media during the day, before [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448,312],"tags":[],"class_list":["post-70358","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us","category-social-media-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guerrilla Viral Marketing Tactic of the Week - #SherlockLives - Stratton Craig - Global Copywriting &amp; Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guerrilla Viral Marketing Tactic of the Week - #SherlockLives - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"If you\u2019d taken a walk past the Henry VIII entrance to St. Bart\u2019s hospital on the morning of New Year\u2019s Day, an unusual shape would have been in your path. This sneakily arranged promotion for Series 3 of BBC show Sherlock was used to build excitement and conversations on social media during the day, before [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"article:published_time\" content=\"2014-01-03T10:00:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2022\/01\/stratton-craig-share.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stratton Craig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stratton Craig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/\"},\"author\":{\"name\":\"Stratton Craig\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\"},\"headline\":\"Guerrilla Viral Marketing Tactic of the Week &#8211; #SherlockLives\",\"datePublished\":\"2014-01-03T10:00:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/\"},\"wordCount\":250,\"articleSection\":[\"Copywriting\",\"Digital copywriting\",\"Social media copywriting\"],\"inLanguage\":\"us-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/\",\"name\":\"Guerrilla Viral Marketing Tactic of the Week - #SherlockLives - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\"},\"datePublished\":\"2014-01-03T10:00:13+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/#breadcrumb\"},\"inLanguage\":\"us-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/sherlock-lives-viral-marketing-hashtag\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Guerrilla Viral Marketing Tactic of the Week &#8211; #SherlockLives\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\",\"name\":\"Stratton Craig - Global Copywriting &amp; Content Strategy Agency\",\"description\":\"Written Communication\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"us-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\",\"name\":\"Stratton Craig\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"us-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g\",\"caption\":\"Stratton Craig\"},\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/author\\\/stratton-craig\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Guerrilla Viral Marketing Tactic of the Week - #SherlockLives - Stratton Craig - Global Copywriting &amp; Content Strategy Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/","og_locale":"en_US","og_type":"article","og_title":"Guerrilla Viral Marketing Tactic of the Week - #SherlockLives - Stratton Craig - Global Copywriting &amp; Content Strategy Agency","og_description":"If you\u2019d taken a walk past the Henry VIII entrance to St. Bart\u2019s hospital on the morning of New Year\u2019s Day, an unusual shape would have been in your path. This sneakily arranged promotion for Series 3 of BBC show Sherlock was used to build excitement and conversations on social media during the day, before [&hellip;]","og_url":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/","og_site_name":"Stratton Craig - Global Copywriting &amp; Content Strategy Agency","article_published_time":"2014-01-03T10:00:13+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2022\/01\/stratton-craig-share.jpg","type":"image\/jpeg"}],"author":"Stratton Craig","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Stratton Craig","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/#article","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/"},"author":{"name":"Stratton Craig","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/5e1a5300b8954ddf765b2a201f88e90b"},"headline":"Guerrilla Viral Marketing Tactic of the Week &#8211; #SherlockLives","datePublished":"2014-01-03T10:00:13+00:00","mainEntityOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/"},"wordCount":250,"articleSection":["Copywriting","Digital copywriting","Social media copywriting"],"inLanguage":"us-US"},{"@type":"WebPage","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/","url":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/","name":"Guerrilla Viral Marketing Tactic of the Week - #SherlockLives - Stratton Craig - Global Copywriting &amp; Content Strategy Agency","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/#website"},"datePublished":"2014-01-03T10:00:13+00:00","author":{"@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/5e1a5300b8954ddf765b2a201f88e90b"},"breadcrumb":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/#breadcrumb"},"inLanguage":"us-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/sherlock-lives-viral-marketing-hashtag\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.strattoncraig.com\/us\/"},{"@type":"ListItem","position":2,"name":"Guerrilla Viral Marketing Tactic of the Week &#8211; #SherlockLives"}]},{"@type":"WebSite","@id":"https:\/\/www.strattoncraig.com\/us\/#website","url":"https:\/\/www.strattoncraig.com\/us\/","name":"Stratton Craig - Global Copywriting &amp; Content Strategy Agency","description":"Written Communication","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.strattoncraig.com\/us\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"us-US"},{"@type":"Person","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/5e1a5300b8954ddf765b2a201f88e90b","name":"Stratton Craig","image":{"@type":"ImageObject","inLanguage":"us-US","@id":"https:\/\/secure.gravatar.com\/avatar\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g","caption":"Stratton Craig"},"url":"https:\/\/www.strattoncraig.com\/us\/insight\/author\/stratton-craig\/"}]}},"_links":{"self":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70358","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/comments?post=70358"}],"version-history":[{"count":0,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/70358\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/media?parent=70358"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/categories?post=70358"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/tags?post=70358"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}