Syfy Channel/Follow The White Rabbit

06 Jan 2010

The Syfy Channel enlisted help from Fallon in Minneapolis to promote Alice, its re-working of Alice in Wonderland.

The result was a gloriously intriguing multi-faceted campaign with several touchpoints across the web, social media and out-of home. All media invited people to 'follow the white rabbit' - not Lewis Carroll's fluffy bunny, but a dark-suited assassin hired by the Queen of Hearts.

A Twitter stream kicked things off and led users to imaginative banner ads on sites such as YouTube and EW.com, as well as fake microsites where the rabbit leapt across homepages and interacted with content.

Next up came out-of home projections in Manhattan prior to 50 members of White Rabbit Inc. - complete with suits and large porcelain rabbit heads - marching through Union Square.

The week-long campaign for the show, which broadcast over two nights in December, helped Alice to become the most-watched Sunday night show on Syfy since 2007, attracting over 2.5 million viewers.

Watch the short clip for more detail about the different elements of the campaign.

To see more examples of imaginative marketing from the likes of HBO, Channel 4, Penguin and Universal Music, check out Contagious' hot-off-the-press special report on entertainment marketing. View extracts and buy your copy here