or


[12/03/09 - 07:43 AM]
Follow the White Rabbit to a Whole New Wonderland as Syfy Kicks Off Marketing Campaign Behind Four Hour Movie Event Alice
The two-night mini-series begins this Sunday at 9:00/8:00c.

[via press release from Syfy]

FOLLOW THE WHITE RABBIT TO A WHOLE NEW WONDERLAND AS SYFY KICKS OFF MARKETING CAMPAIGN BEHIND FOUR HOUR MOVIE EVENT ALICE, PREMIERING SUNDAY, DECEMBER 6, AT 9PM

50 White Rabbits Hunt for Alice and the Hatter Aboard New York City Buses, Subways and Commuter Rail Lines on Friday, December 4

New York, NY � December 3, 2009 � On Friday, December 4, if you're riding the New York City subways, buses or commuter rail lines -- or near historic landmarks such as the Empire State Building -- 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 Syfy's Wonderland of innovative multi-media marketing behind the four-hour movie event Alice, premiering Sunday, December 6, at 9PM (ET/PT) and starring Academy Award-winner Kathy Bates (Misery) as the Queen of Hearts and Caterina Scorsone (Crash television series) as Alice.

During the morning commute in New York, on Friday, December 4, 50 White Rabbits hunt across the city for Alice and the Hatter, handing out Alice playing cards displaying their faces containing the text, "Have you seen this pair?" At 12:30PM, all 50 White Rabbits converge on Union Square, where they hope to finally meet Alice and the Hatter � along with performing 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 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."

Syfy developed the promotion with long-time agency partner, Fallon Minneapolis. Fallon conducted primary research to probe consumers' relationship with the classic tale and uncovered a strong association with the character of The White Rabbit, which inspired the marketing concept.

The experience starts on the web the week before premiere, where 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 1, online banners that feature the White Rabbit causing mischief on popular websites � such as USAToday.com (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 websites, each grounded in themes from Syfy's Alice re-imagination, like the Wonderland Tea Shop and the Happy Hearts Casino, before finally landing at the Alice show page on Syfy.com. Users can also access the site trail directly, starting December 1, through the URL: http://thewhiterabbitinc.com/

Syfy.com also provides behind-the-scenes footage and exclusive interviews with the cast, as well as Wonderland items from Alice's Jewelry Box, sponsored by Kay Jewelers.

To tap into pop music culture, the on-air, online and out-of-home campaign also features select radio stations, in 10 of the top markets, promoting songs inspired by the Alice story (ie, Jefferson Airplane's White Rabbit), with listeners voting for their favorite Alice themed song of all time.

Syfy Alice Marketing Campaign Includes:

Kay Jewelers serves as presenting sponsor of Alice

Partnerships with Time Inc publication, featuring a first-ever creative unit within Entertainment Weekly (What to Watch Section)

Partnerships with Virgin Airlines and American Airlines

Universal Theme Park Video Screens

Outdoor advertising on Hotel Sofitel in Los Angeles

Local radio promotion in 10 markets

National cable schedule

Local cable schedule in 10 markets

In addition to Bates and Scorsone, the stellar cast of Syfy's contemporary re-imagined spin on the Lewis Carroll classic Alice's Adventures in Wonderland includes Tim Curry (The Rocky Horror Picture Show) as Dodo, Harry Dean Stanton (Big Love) as Caterpillar, Colm Meaney (Law Abiding Citizen) as the King of Hearts, Andrew-Lee Potts (Primeval) as the Hatter, Matt Frewer (Watchmen) as the White Knight and Philip Winchester (Crusoe) as Jack Chase.

Alice writer/director Nick Willing also directed the record-breaking, Emmy-winning miniseries Tin Man for Syfy in 2007. Serving as executive producers are Matthew O'Connor and Lisa Richardson from Reunion Pictures, Jamie Brown from Studio Eight and RHI Entertainment's Robert Halmi, Sr. and Robert Halmi, Jr.

RHI Entertainment (NASDAQ: RHIE) develops, produces and distributes made-for-television movies, miniseries and other television programming worldwide, and is the leading provider of new long-form television content in the United States. Under the leadership of Robert Halmi, Sr. and Robert Halmi, Jr., RHI has produced and distributed thousands of hours of quality television programming, and RHI's productions have received more than 100 Emmy Awards. In addition to the development, production and distribution of new content, RHI owns rights to more than 1,000 titles, or over 3,500 broadcast hours of long-form television programming, which are licensed to broadcast and cable networks and new media outlets globally. For more consumer information visit www.rhitv.com.

Reunion Pictures (www.reunionpictures.ca) is a Canadian-based company that develops and finances high quality television and multi-platform properties. Launched in 2004 with the partners' experience of having collectively produced over a billion dollars worth of award-winning filmed entertainment, Reunion Pictures has received multiple Emmy and Golden Globe nominations, and has won Genies and Gemini's as well as the prestigious George Foster Peabody Award for Excellence in Television, a #1 US network mini-series (10.5), and two #1 cable mini-series (Tin Man and Earthsea, both produced with RHI Entertainment for SCI FI Channel).

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 (www.Syfy.com), 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.)

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, TIME Magazine, Nestl� Purina, Nestl� Beverage, NBC Universal, General Mills, TheLadders.com 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.fallon.com.





  [december 2009]  
S
M
T
W
T
F
S
  


· ALICE (SYFY)





[09/03/15 - 02:16 PM]
Check Out John Diggle's New Costume on "Arrow!"
David Ramsey's character will be donning this gear in the premiere episode of "Arrow" on Wednesday, October 7.

[09/03/15 - 02:10 PM]
"Grandfathered" Celebrates Grandparents Day with 1-800-Flowers Promotion
Starting today, use promo code "Grandfathered" to receive 20% off an exclusive collection of flowers and treats.

[09/03/15 - 12:58 PM]
"The Chew" Is All About You! Season Five Kicks Off Tuesday, September 8 on ABC
Hosts Mario Batali, Michael Symon, Carla Hall, Clinton Kelly and Daphne Oz return for a fun-filled season as your ultimate guides in entertaining from help with a quick fix fabulous meal to aide in a kitchen calamity.

[09/03/15 - 12:00 PM]
Hallmark Channel's Original Programming Stands Out on Saturday Nights
The Hallmark Channel further spins the numbers for Saturday, August 29.

[09/03/15 - 11:34 AM]
Jimmy Fallon and Seth Meyers Encores Win the Late-Night Ratings Week of Aug. 24-28
NBC spins the late-night numbers for the week of August 24-28.

[09/03/15 - 11:03 AM]
TNT & TBS Stars Rashida Jones, Sean Bean, Samantha Bee, Jason Jones, Rebecca Romijn and Jeff Hephner Coming to New York Comic Con
TBS and TNT are bringing the stars and producers of five of their most anticipated upcoming shows to New York Comic Con in October.

[09/03/15 - 10:07 AM]
British Pop Sensation Little Mix to Perform with "America's Got Talent" Finalists Acroarmy for Sept. 9 Semifinal Results Show on NBC
Little Mix - singers Perrie Edwards, Jesy Nelson, Leigh-Anne Pinnock and Jade Thirwall - have quickly established themselves as one of the brightest pop acts in Britain.

[09/03/15 - 10:01 AM]
Disney XD Greenlights "Lab Rats: Elite Force," a Spin-Off of Popular Series "Lab Rats: Bionic Island" and "Mighty Med"
Reprising their starring roles on their respective series are Billy Unger as Chase and Bradley Steven Perry as Kaz, Jake Short as Oliver, Paris Berelc as Skylar, and Kelli Berglund as Bree.

[09/03/15 - 09:35 AM]
USA Network Wins the Summer, Ranking #1 in Key Demos Across All Basic Cable
USA spins the numbers for the summer to date.

[09/03/15 - 09:18 AM]
SundanceTV Joins Forces with Red Arrow International, Goalpost Pictures Australia and Pukeko Pictures in New Zealand on Original Genre Series "Cleverman"
Set in the near future, the series follows a group of non-humans battling for survival in a world where humans feel increasingly inferior to them, and want to silence, exploit and kill them.

[09/03/15 - 08:55 AM]
"The Carmichael Show" Grows in Its Second Week, Up 18% at 9 P.M., 22% at 9:30
NBC spins the numbers for Wednesday, September 2.

[09/03/15 - 08:31 AM]
CBS Program Advisory for Premiere of "The Late Show with Stephen Colbert"
"The Late Show" will run until 12:44 AM, ET/PT on Tuesday, September 8.

[09/03/15 - 08:27 AM]
Wednesday's Broadcast Ratings: NBC Edges CBS, FOX for Demo Crown
Plus: the Peacock's "America's Got Talent" is the night's most-watched program overall.

[09/03/15 - 08:19 AM]
ABC's "Celebrity Wife Swap" Season Finale is Up in Viewers and Adults 18-49, Marking its Most-Watched Telecast in 4 Weeks
ABC spins the numbers for Wednesday, September 2.

[09/03/15 - 07:51 AM]
Discovery's #1-Rated Show "Gold Rush" Returns for Sixth Season with Miners Facing New Challenges and Unexpected Twists of Fate
The series returns with a two-hour premiere on Friday, October 16 at 9:00/8:00c.