SyFy and Fallon Minneapolis kick off “The White Rabbit Experience,” a multi-media campaign

Follow Along as 50 White Rabbits Hunt for Alice and the Hatter across New York City Streets and onto the Web on Friday, December 4 to Promote the Four-Hour Movie Event, Alice, Premiering Sunday, December 6, at 9 PM (ET/PT)

New York, NY – December 4, 2009 – On Friday, December 4, keep your head up around the streets of NY―or near historic landmarks such as the Empire State Building and Times Square; 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 a Wonderland of innovative multimedia marketing, created by Syfy and Fallon, promoting the four-hour movie event, Alice, premiering Sunday, December 6, at 9 PM (ET/PT), and starring Academy Award-winner Kathy Bates (Misery) as the Queen of Hearts and Caterina Scorsone (Crash television series) as Alice.

Rocky Novak, Group Media Director at Fallon, touches on how Fallon took a story filled with iconography and landed on the White Rabbit as the focus for this unique execution: “As we researched consumers’ connection to the original story of Alice in Wonderland, we found the most frequently recalled icon was the White Rabbit. Given that Syfy had re-imagined this classic character in every way, we knew it was the right place to start. From there, our goal was simple―to be as imaginative and immersive with our marketing campaign as Syfy had been with the series itself.”

The experience started on the Web November 30, the week before the premiere. 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.

Starting on December 4, online banners that feature the White Rabbit causing mischief on popular Web sites―such as (12/4) and YouTube (12/6)―urge users to follow the White Rabbit by clicking on the ad unit. This sends users through a trail of Web sites, each grounded in themes from Syfy’s Alice reimagination, like the Wonderland Tea Shop and the Happy Hearts Casino, before finally landing at the Alice show page on After December 1, users can also access the site trail directly through

The experience culminates in New York on Friday, December 4, as 50 White Rabbits will hunt across the city for Alice and the Hatter, handing out Alice playing cards displaying their faces and containing the text, “Have you seen this pair?” At 12:30 PM, White Rabbits will converge on Union Square, where they hope to finally meet Alice and the Hatter and perform a choreographed “step” dance routine.

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 Frank L. Baum’s 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.”

Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris. Fallon Minneapolis’ clients include: Travelers, Holiday Inn, Holiday Inn Express, Crowne Plaza, TIME Magazine, Nestlé Purina, Nestlé Beverage, ADCB, Cruzan Rum, Charter Communications, NBC Universal, General Mills, and Boston Market. Fallon Worldwide is one of the world’s most critically acclaimed creativity companies, delivering innovative strategic business solutions for some of the world’s leading brands. Additional information can be found at www.


Emily Halada 612.758.2341 emily.halada@

Syfy is a media destination for imagination-based entertainment. With year-round acclaimed original series, events, blockbuster movies, classic science fiction and fantasy programming, a dynamic Web site (, and a portfolio of adjacent business (Syfy Ventures), Syfy is a passport to limitless possibilities. Originally launched in 1992 as SCI FI Channel, and currently in 95 million homes, Syfy is a network of NBC Universal, one of the world’s leading media and entertainment companies. (Syfy. Imagine greater.)


Bill Brennan 212.664.4898

Michelle Rosenblatt 212.664.4759

Gary Morgenstein 212.664.6407

# # #