The film, starring Robert Downey Jnr and Jude Law, opens nationwide on 26 December. The campaign aims to introduce an updated Sherlock Holmes' brand to a new generation of fans.
Warner Bros is currently occupying one in four bus shelters around the country with its campaigns for 'Sherlock Holmes', 'Where the Wild Things Are' and 'The Hangover'. Its DVD release of 'Harry Potter and the Half-Blood Prince' is being carried in Sky's high-profile Christmas campaign.
For Sherlock Holmes the company has placed 661 vinyl tiles around the Baker Street Tube Station.
TV ads will run around the Christmas Day edition of Coronation Street as well as other high profile slots. Press ads will run in the Christmas edition of the Radio Times as well as all major national newspapers. Online YouTube mastheads have already generated 7.2 million impressions and MSN Today will carry a Sherlock skin.
Also to support the launch of the film, Madame Tussauds has developed a Robert Downey Jnr as Sherlock Holmes experience and an exclusive audio-walk tour of Holmes' London is being promoted by The Guardian.
This article was first published on marketingmagazine.co.uk