Down the social media rabbit hole with “Alice in Wonderland”

Johnny Depp is the Mad Hatter. Anne Hathaway and Helena Bonham Carter are the White and Red Queens, respectively. It’s Tim Burton’s take on “Alice in Wonderland,” and it promises to be over the top. Set for release in March of next year, the movie is already being very cleverly promoted using social media.

On Facebook, you can sign up to be a “loyal subject” of the Red Queen or the White Queen or a “disloyal subject” of the Mad Hatter. And the benefit for becoming a fan? The group that is the largest by 7 p.m. on July 24 will win the chance to see an exclusive new trailer from the movie before anyone else.Check out the Facebook character profiles:

Loyal Subjects of the Red Queen
Over 1,200 fans
Personal Information: How dare you ask! Off with your head!
Personal Interests: Playing croquet; eating tarts, tadpoles on toast points, and caviar; and studying Dominion Over Living Things

Loyal Subjects of the White Queen
Over 1,300 fans so far
Personal Information: I enjoy spending time with members of my court — White Rabbit, March Hare, and Cheshire Cat.
Personal Interests: Perfecting medicinal cures and transformational potions and overthrowing my sister, the Red Queen

Disloyal Subjects of the Mad Hatter
Over 6,000 fans so far
Personal Information: Some may think I’m mad.
Personal Interests: Throwing tea parties; celebrating un-birthdays

This is a smart use of social media. Consumers can connect with the movie months before its release. This builds momentum — which translates into building audiences. Fans may also go a step further and spread the word about the Facebook fan pages — and the movie — to friends and family.

Ready to go down the rabbit hole?