We sent our target “down the rabbit hole” by using Apple’s iPhone, the icon of all early adopters and optimised the experience using the device’s unique capabilities.

When surfing the mobile Internet, ads made viewers “curiouser and curiouser” by inviting them to actually spin their iPhone to go down the rabbit hole with Alice to enter Tim Burton’s Wonderland – the first-ever mobile web browser unit to use the iPhone’s accelerometer to spin an ad.Once they spun, Wonderland came alive and they experienced the movie in a way they never thought possible. Users could view clips, spread the word by sending e-cards to friends and enter a sweepstakes.

When playing with their iPhone apps, we also invited viewers to play a mobile “Memory” game to match up movie characters. If they win, the Red Queen spares them for another day. But if they lose, it’s off with their head.

Alice opened as the #1 movie, staying there two weeks bringing in a colossal $226 million – and these breakthrough units made sure we achieved that goal. 50%+ of the audience opening weekend were non-family adults.Spinning ad unit:75% of viewers that saw the invitation to spin, did spin– trouncing our 10% goal (unit was an industry first)Match up game: Avg. click-through rate = 4.4% besting the industry average of 0.6%-1.0%Avg. time spent with Ad = 30.5 seconds Avg. time spent with Ad if Matching game is played = 70.5 (over a minute, wow!)Game completion rate = 75.3%