Collaboration: Follow the white rabbit

The Sci Fi channel decided in 2009 to rebrand to SyFy. The challenge was to invite new viewers while not alienating its long-time fans.

Follow the white rabbit

Aki Spicer

Syfy overcame scepticism towards its rebrand from Sci Fi by getting viewers to engage with the channel and follow Alice's white rabbit online and onto the streets of New York

In 2009, after many successful years of growth...

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