Follow me.

Wonderland has seeped and spilled onto the streets, through websites and mock microsites, with various sightings broadcast on Twitter. And it's not just the classic white rabbit running through physical and digital environments, but an assassin in a dark suit wearing a porcelain rabbit head hired by the Queen of Hearts.

Fallon's multifaceted promotional work for Syfy's new series Alice, called Follow the White Rabbit, is a great example of transmedia storytelling, which Henry Jenkins defines as a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a uniifed and coordinated entertainment experience.

Rocking campaign. Check out the video case study:



He runs, jumps and chases...