CONTEXT - THE PROBLEM BENEATH THE PROBLEM

The miniseries wasn’t the problem; audience exhaustion was. Fantasy TV had become formulaic, and premieres were predictable PR theater.

RHI and SyFy didn’t need promotion - they needed something that would cut through New York’s high sensory threshold and turn a mid-budget TV event into a citywide abnormality people felt, filmed, and shared. The real issue: the cultural imagination was numb. The launch required a jolt, not a banner ad.

THE REFRAME - THE REALIZATION THAT CHANGED EVERYTHING

Wonderland is not a story - it’s a psychological condition. If you want people to care about ‘Alice,’ you don’t market the show; you infect reality with its logic.

The show couldn’t compete with Manhattan’s spectacle, so the strategy flipped: make Manhattan behave like Wonderland.

The mythic pivot was simple: don’t invite people into the story - drag the story into the street.
The city becomes the medium. The commuters become the cast.

THE LEAP - THE MOVE NO ONE ELSE WOULD HAVE MADE

The concept was an urban breach event. Hundreds of White Rabbits swarming across Manhattan in synchronized bursts - sometimes performers, sometimes apparitions.

Projection-mapped characters emerging on buildings like glitches in the city’s operating system. Street activations that didn’t advertise - they disturbed, creating a sense that Wonderland was leaking into the real world.

And then the counterpoint: a fully transformed ACE Hotel premiere event designed like a portal. Wardrobe, soundscape, cocktail alchemy, environmental transformation - a world-within-a-world engineered from scratch.

Digital touchpoints - potion shops, mysterious storefronts, interactive rabbit holes - threaded the entire experience, uniting street action with online immersion.

IMPACT - THE SHIFT CAUSED

The campaign turned a basic miniseries premiere into a viral cultural phenomenon.

Press amplified the strangeness; social media turned the rabbits into a citywide meme; the activation drove huge earned reach with minimal traditional media spend.
More importantly: it reset internal expectations for what experiential storytelling could be.

RESULTS

• 100 million total impressions
• 2.4 million page views
• 10+ million Twitter impressions
• Heavy earned media coverage
• Significant series premiere buzz