The people at Fallon have concocted a nice integrated campaign that has my senses tingling (no Spiderman). The Guerrilla activation took place in NYC. I saw some of it in Union Square (Manhattan). Part of me got flashbacks of Donnie Darko until I saw this…
If you are still ’scratching your head’ take a look at the below.
1. 50 Real human Rabbits run around NYC
2. Real human rabbits disappear and a huge building sized projection shows the rabbits climbing the wall…
3. Rabbit projections and real rabbits continue to run around NYC prompting people to “FOLLOW ME” which of course means twitter… and real life… (nice use of alice in wonderland meets twitter, fallon.)
4. On the twitter account you can find the link to The White Rabbit Inc, a detective agency of course. The man-rabbit is there again teasing you to follow.
5. Clicking him takes you to Wonderland Tea Shop, where he causes some havoc and teases you to follow once again.
6. Now you end up at the Happy Hearts Casino, faced with an eerie Kathy Bates Queen of Hearts backed by some show girls… and he escapes again, waiting for you to follow.
7. Where you finally land at Syfy’s Alice.
Oh, but wait, that’s not all… Also fascinating, Kay jewelers is sponsoring the miniseries, and they’ve done even MORE silliness to integrate with them… There is also Alice’s Jewelry Box, where you essentially click on each of the Kay jewelry pieces to get to the “fabled Stone of Wonderland” ring of Alice’s, which then lets you see concept art for the film…
I can’t wait to see what’s next…
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