On Friday, December 4, if you’re riding the New York City subways, buses or commuter rail lines -- or near historic landmarks such as the Empire State Building -- you just might meet a White Rabbit in business attire. Please don’t panic. You haven’t fallen down the rabbit hole!
Instead, you have entered Syfy’s Wonderland of innovative multi-media marketing behind the four-hour movie event Alice, premiering Sunday, December 6, at 9PM (ET/PT) and starring Academy Award-winner Kathy Bates (Misery) as the Queen of Hearts and Caterina Scorsone (Crash television series) as Alice.
During the morning commute in New York, on Friday, December 4, 50 White Rabbits hunt across the city for Alice and the Hatter, handing out Alice playing cards displaying their faces containing the text, "Have you seen this pair?” At 12:30PM, all 50 White Rabbits converge on Union Square, where they hope to finally meet Alice and the Hatter – along with performing a choreographed “step” dance routine. ( See video below)
Said Blake Callaway, Vice President, Brand Marketing, Syfy: “Classic tales retold with a twist are uniquely Syfy. We want to create a new memory of Alice in Wonderland just as we did so successfully with Tin Man and The Wonderful Wizard of Oz. By tapping into pop music, literature and even a white rabbit on the run to make the connections to our Alice, the marketing campaign for Alice highlights the familiar icons associated with Wonderland and gives them a contemporary spin. This major television event provides a fitting conclusion to what has been an extraordinary year.”
Syfy developed the promotion with long-time agency partner, Fallon Minneapolis. Fallon conducted primary research to probe consumers’ relationship with the classic tale and uncovered a strong association with the character of The White Rabbit, which inspired the marketing concept.
The experience starts on the web the week before premiere, where Twitter users are urged to “Follow the White Rabbit @WhiteRabbitinc” – a specially created Twitter account that provides updates throughout the week as the White Rabbit pursues Alice and the Hatter.
Instead, you have entered Syfy’s Wonderland of innovative multi-media marketing behind the four-hour movie event Alice, premiering Sunday, December 6, at 9PM (ET/PT) and starring Academy Award-winner Kathy Bates (Misery) as the Queen of Hearts and Caterina Scorsone (Crash television series) as Alice.
During the morning commute in New York, on Friday, December 4, 50 White Rabbits hunt across the city for Alice and the Hatter, handing out Alice playing cards displaying their faces containing the text, "Have you seen this pair?” At 12:30PM, all 50 White Rabbits converge on Union Square, where they hope to finally meet Alice and the Hatter – along with performing a choreographed “step” dance routine. ( See video below)
Said Blake Callaway, Vice President, Brand Marketing, Syfy: “Classic tales retold with a twist are uniquely Syfy. We want to create a new memory of Alice in Wonderland just as we did so successfully with Tin Man and The Wonderful Wizard of Oz. By tapping into pop music, literature and even a white rabbit on the run to make the connections to our Alice, the marketing campaign for Alice highlights the familiar icons associated with Wonderland and gives them a contemporary spin. This major television event provides a fitting conclusion to what has been an extraordinary year.”
Syfy developed the promotion with long-time agency partner, Fallon Minneapolis. Fallon conducted primary research to probe consumers’ relationship with the classic tale and uncovered a strong association with the character of The White Rabbit, which inspired the marketing concept.
The experience starts on the web the week before premiere, where Twitter users are urged to “Follow the White Rabbit @WhiteRabbitinc” – a specially created Twitter account that provides updates throughout the week as the White Rabbit pursues Alice and the Hatter.
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