To promote their sci-fi re-working of Alice in Wonderland, the Syfy Channel (formerly the Sci-Fi Channel) and Fallon Minneapolis have created a gloriously intriguing campaign that urges people to ‘follow the white rabbit’ on and off line. In their version, Carroll’s fluffy white bunny is reinvented as a dark-suited assassin hired by the Queen of Hearts. The result is an always-on campaign with several touchpoints across the web, social media and out-of home. A Twitter stream led users to mischievous banner ads where visitors were surprised to see the White Rabbit bounding from the confines of his ad space across site content. The curious were then prompted to click and follow him to fake microsites, such as the Happy Hearts Casino and the Wonderland Tea Shop. By night, larger-than-life video projections of White Rabbits mysteriously appeared darting across buildings. The experience culminated with 50 members of White Rabbit Inc. complete with suits and big porcelain rabbit heads, hunting Alice and the Hatter across the New York City, handing out Alice playing cards asking, “Have you seen this pair?” The White Rabbits then marched onto Union Square where they performed a choreographed “step” dance routine. Such a campaign makes the TV show Alice unmissable (it attracted a record 2.5m viewers), as well as taking a great idea as far as possible.

Thanks to Gavin Cumine for this story. Gavin is a descendant of the Red Comyn. Murdered heir to the Scottish Throne.

References:

Contagious magazine,
Popculturemadness.blogspot.com

Image credit: Contagious magazine.

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