We either read the book, seen a movie (there is a wide variety to choose from), or encounter something which was refering to it (like "Donnie Darko", "The Thursday Next series" or "Matrix" for example).
Alice is playing in her garden when she suddenly sees a white rabbit. But it's no ordinary rabbit. He can talk and he is carrying a big pocket watch, which intrigues Alice so much that she decides to run after him. She has no idea that then yet that is will be the biggest adventure in her life :) And she takes us with her.