The Syfy Channel asked us to drive viewership for Alice, a modern-day reimagining of Lewis Carroll's classic Alice in Wonderland.   Many audiences, even Syfy's, had not had a personal experience with the original tale in years. We needed a way in to fuel anticipation for Syfy's two-night TV film. Research showed the iconic white rabbit character was the first thing consumers recalled from the classic film.

So, we invited our audience to 'follow the white rabbit' – now a dark-suited assassin hired by the Queen of Hearts – on a multimedia adventure that spanned the digital and real world.

The 'follow the white rabbit' adventure seamlessly integrated the following elements: -A Twitter account (@whiterabbitinc) started and helped guide the narrative of the entire campaign. -Rich Media Banners showed the white rabbit bounding across websites and invited visitors to follow him. -Those who followed were taken down a rabbit hole trail of faux-microsites, all teasing elements and plots from the film -The white rabbit was seen running through city streets at night in larger than life roving video projections, and climbing up building facades in NYC. -The next day, NYC was invaded with 50 real white rabbits, all inviting people to follow him. -And, for some of our followers, being just a fan wasn't enough. We mailed kits to select fans, which included teas from the movie, a handmade White rabbit head, and a letter from the Queen inviting them to join @WhiteRabbitInc.

The premiere of the film exceeded projected viewership, becoming the highest-rated and most-watched Sunday night program on Syfy since 2007, with a total of 3 million viewers. -28% of whom were new viewers to Syfy. -Over 100+ million campaign impressions. -During the premiere, Syfy and Alice ranked among Twitter's top ten trending topics. -Over 1 million earned impressions on Twitter. -Over 650,000 visits to our microsite trail. -"One of YouTube's best performing banners ever" -YouTube, 2009