Four years ago today the first episode of BBC drama Sherlock aired, and to celebrate, fans are calling for #4yearsofSherlock to trend on Twitter.
Mark Gatiss and Steven Moffat's modern day adaptation of life with the detective kicked off with A Study in Pink. Of course, it didn't air at 12 noon, but fans are rallying to kick the social media party off then.
Well, it is a celebration of Benedict Cumberbatch, Martin Freeman et al - it's a wonder they can wait until then.
Actress Amanda Abbington, who is both Freeman's real life partner and his fictional wife Mary Morstan, has joined in the fun, retweeting the call to arms.
The event has proven a good time to reminisce about the show, with groups eager to share their admiration for the series.
Bottoms up, lads?