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 Rich Media Banners, a Twitter account that talked with followers, a rabbit hole trail of faux microsites, out-of-house building side projections, out-of-house roving projections, ambient stunts, direct mail and more.

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 100million 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