ALICE(TV) - SYFY / NBC / RHI ENTERTAINMENT
AN URBAN HALLUCINATION ENGINEERED TO HIJACK MANHATTAN’S ATTENTION
One White Rabbit loose in Manhattan is probably a lost Frenchman. A few hundred means New Jersey has finally made good on its threats.
To launch Syfy's Alice, we faced a city famously nervous but always composed. Another TV premiere? Another advertising blitz? New Yorkers have ignored far more interesting things on their way to the F train.
So instead of promoting Wonderland, we brought it to Manhattan. Not that anyone noticed the difference.
Hundreds of White Rabbits swarmed the streets. Wonderland characters materialized on buildings. Digital rabbit holes lured otherwise sensible adults into increasingly questionable behavior. The Ace Hotel suffered a complete psychological breakdown and became Wonderland itself. We weren't inviting New Yorkers into the story. We were making the story their problem. Like Giuliani.
To launch Syfy's Alice, we faced a city famously nervous but always composed. Another TV premiere? Another advertising blitz? New Yorkers have ignored far more interesting things on their way to the F train.
So instead of promoting Wonderland, we brought it to Manhattan. Not that anyone noticed the difference.
Hundreds of White Rabbits swarmed the streets. Wonderland characters materialized on buildings. Digital rabbit holes lured otherwise sensible adults into increasingly questionable behavior. The Ace Hotel suffered a complete psychological breakdown and became Wonderland itself. We weren't inviting New Yorkers into the story. We were making the story their problem. Like Giuliani.
The resulting commotion generated 100 million impressions, 2.4 million page views, 10+ million Twitter impressions, and a flood of earned media.
We turned a television premiere into something New Yorkers encountered, hated, investigated, hated some more, and couldn't resist sharing. Which they also hated. Proof that even in a city where nothing surprises anyone, you can still turn heads.
All it took was a few hundred White Rabbits and the creeping suspicion that the outer boroughs were organizing.
We turned a television premiere into something New Yorkers encountered, hated, investigated, hated some more, and couldn't resist sharing. Which they also hated. Proof that even in a city where nothing surprises anyone, you can still turn heads.
All it took was a few hundred White Rabbits and the creeping suspicion that the outer boroughs were organizing.
