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The Project Factory shows Sherlock the key…

12 Aug 2014, by Informa Insights

… to unlocking the mysteries of brand, platform and commercialisation.

The Project Factory (TPF), the Australian-headquartered digital production company behind global projects with Downton Abbey, Offspring and new film Predestination, has unveiled the second phase of a commercial strategy to support the brand reach of the global hit TV series, Sherlock, in tandem with the show’s producers, Hartswood Films.

sherlockapp_iphone_7Building on the success of the iOS app Sherlock: The Network – the Official App which achieved number 1 entertainment app in 37 countries, The Project Factory has now launched the app for the Android platform and worked with Amazon to make the app available in the Amazon Appstore.  Users who install the Amazon Appstore onto their devices and download the app get the first six cases for free – four additional free cases for the first two weeks of launch / until 19th of August 2014.

Additionally, due to the 65m Sherlock viewers in China, TPF has announced an exclusive distribution agreement with the world’s fourth largest Internet company, Tencent, for a Chinese Language version of the app for Android devices in China.

Sherlock: The Network – the Official App was originally launched in English on 20th January as a premium app on iOS. TPF has now made it available in both Chinese and English as a freemium app (free to download) with the first two cases included for free. It is available from the Apple App Store on iPhone, iPad and iPod touch at, via the Amazon Appstore on Android, and Kindle Fire at, and through Google Play for other Android devices.

“As we know, it’s becoming ever harder to engage across multiple media formats. With audiences fiercely attentive during the ‘livespan’ of a TV series duration, they are left wanting for an ongoing hit of their favourite characters when it concludes. That’s a gross mismatch of audience engagement, digital experience and potential revenue opportunity for the asset owner,” said Guy Gadney, Group Executive Director at The Project Factory. “However, on this occasion, Benedict Cumberbatch and his team of sleuths continue to live and interact beyond the TV ensuring audience loyalty and increasing engagement – this is the new world of interactive storytelling.”

“We are very pleased that the official Sherlock app is now available to  Amazon Appstore customers on Android, and Kindle Fire devices. The exclusive 6 case offer for Sherlock: The Network – the Official App provides fantastic value for Amazon customers,” said Stuart Sayers, Director of Australian Amazon Appstore.

“Australian media companies are well positioned to take a positive and leading role in the digital world, with access to all major platforms locally, and a strong reputation for creativity overseas. Sherlock: The Network – the Official App is a high profile example of how our unique blend of creative and technology strategy matches to a commercial goal – to maximise the investment in and undisputed success of a brand,” said Melissa Dean, Managing Director at The Project Factory Australia.

For more information, please visit

The Project Factory’s Guy Gadney will be speaking at the Multi-Screen TV Summit on the 21st and 22nd August 2014 at Pullman Quay Grand, Sydney Harbour. Below is an interview where Guy talks about content and interactivity on multi-screen platform:



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