Directed by Lucy Walker, The Crash Reel follows the “fall and rise” of U.S. champion snowboarder Kevin Pearce after he receives a traumatic brain injury while training for the Winter Olympics.
The film’s campaign is called LOVE YOUR BRAIN and has a focused goal: reduce the number of traumatic brain injuries. The campaign is primarily targeting young people who are intentionally putting themselves at risk through their love of extreme sports. To reach our target audience, we are going where they are and speaking in their language – Facebook, Twitter, Tumblr and Instagram.
The Crash Reel is also supporting Kevin’s foundation, The Kevin Pearce Fund, to support organizations that enrich and enhance the lives of families and individuals affected by brain injury, Down syndrome, and other challenges.
Picture Motion worked with The Crash Reel filmmakers to develop the film’s online engagement strategy leading up to and after the film’s HBO premiere in the summer 2013, and managed the online and audience engagement campaigns for the film’s theatrical release and the LOVE YOUR BRAIN campaign. To increase audience engagement we ran a contest on Instagram to incentive and reward helmet use, utilized Tumblr to collect and share stories from families experiencing the effect of a TBI and released specialized content on Bittorrent that we helped spread the message behind the film in the days leading up to Sochi Olympics. The BitTorrent Bundle featured new footage from the doc, an alternate ending, deleted scenes, interviews with the filmmakers, and tools to promote concussion awareness.
The bundle has been downloaded 3.4 million times. 52 thousand people joined the film’s email list. And 4,361 new impressions were generated film’s pledge: a call for helmet safety in winter sports.