To take consumers down a multimedia rabbit hole of our creation.Follow the White Rabbit banners: Rich media featured the rabbit bounding beyond the confines of his banners and across websites’ content. Users followed the White Rabbit Down The…… Digital Rabbit Hole: This trail of faux microsites, teasing elements and characters from the movie, eventually led participants to Alice’s page at Syfy.com.Rabbit Projections: The rabbit hopped off the web and onto the streets of NY, in larger-than-life video projections—climbing, running, and jumping across historic NYC building facades.White Rabbit Invasion: 50 street-team members, dressed as the updated character (complete with giant rabbit heads), invaded the streets of Manhattan on the Friday before premiere.“@WhiteRabbitInc”: We tied the entire campaign together with Twitter, with all media pointing to http://twitter.com/whiterabbitinc . The account talked back to followers and allowed everyone to experience the events in NY.

Our success was measured by:- Exceeding expected ratings and drawing new viewers.Highest-rated Sunday night on Syfy since 2007.28% of premiere audience were new viewers.- Generating digital buzz.Hundreds of tweets, photos and videos uploaded by consumers who spotted the rabbit in NYC.Blog mentions more than doubled in one day.Search garnered almost 100,000 clicks.@WhiteRabbitInc mentioned every two minutes during NYC invasion, every one minute during premiere.- Driving digital traffic to Syfy.com650,000+ visits to our trail of faux microsites.1.4m clicks driven to syfy.com.