The Syfy channel asked us to ignite buzz and drive viewership for Alice, a modern-day reimagining of Lewis Carroll's classic Alice in Wonderland.
Many audiences, even Syfy's, had not had a personal experience with the original tale in years. Though the story of Alice in Wonderland was now vague in the cultural consciousness, we needed a way in to fuel anticipation for Syfy's two-night TV film.
We undertook research which showed that the iconic white rabbit character was the first thing people recalled from the classic books and films. And one of the more intriguing and provocative characters in Syfy's retelling was an updated white rabbit – now a dark-suited assassin hired by the Queen of Hearts.
So we invited people to "follow the white rabbit" on a digital voyage through the streets of Philly and NYC.