Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Syfy
The White Rabbit Experience

RAN IN: United States

CLIENT
Syfy

Blake Callaway, SVP Marketing: Brand and Strategic
Dana Ortiz, VP, Brand Marketing
Mozhgan Setoodeh, Manager, Off Air Marketing & Promotions
Michael Engleman, SVP Marketing: Global Brand Strategy & Creative
Will Lee, Creative Director

AGENCY
Fallon *Lead Agency

Darren Spiller, Chief Creative Officer
Aaron Seymour-Anderson, Art Director/Copywriter
Rocky Novak, Director of Digital Development
Marty Wetherall, Director of Innovation
Amber Benson, Media Supervisor


Ignited


Klip Collective


Target Marketing


SUMMARY

Challenge: Drive viewership for Alice, Syfy's reimagining of the classic Alice in Wonderland. Research showed the white rabbit was the most recalled icon from the classic, so Syfy's updated character became the focus of our multimedia adventureThe White Rabbit Experience. The rabbit ran across the Web, taking users through a trail of faux microsites. Throughout Manhattan, he appeared in giant video projections and suited up as a 50-person street team. @whiterabbitinc tied everything together on Twitter. Alice exceeded expectations, becoming the highest-rated Sunday show night on Syfy since 2007.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: Other

Medium Featured On Video: Interactive, OOH, Guerrilla, Events, Consumer Involvement

Audience: Connect with a new audience,Launch or relaunch a brand/product,Speak to men,Speak to women,Speak to brand influencers

Type: Business to Consumer

Classification: National

Language: English