With the Season 3 finale of PBS’s hit show ‘Sherlock’ approaching, the network reached out to star Benedict Cumberbatch, Masterpiece, and Sesame Street to propose that Cumberbatch film a video with Murray and The Count for PBS’s YouTube channel.
After securing approval and shooting the video, on Thursday, January 30, PBS teased the video on Twitter with a picture of Murray and The Count:
— PBS (@PBS) January 30, 2014
Since the video contained a Season 3 finale spoiler, the decision was made to release the video on Tuesday, February 4. Still, PBS began using the #Counterbatch hashtag the week prior and saw above-average engagement across Tumblr, Twitter, Pinterest, and Instagram. When the video was released, the buzz was immediate: it was a worldwide trending topic on Facebook for a full day, drove nearly 20,000 tweets within the first seven days, and was the #1 video YouTube’s 4@4am newsletter.
The video received more than 1 million views in the first 24 hours; the video currently has more than 4.2 million views.
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