Case Study – Deathbowl to Downtown
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Three years in the making, “Deathbowl to Downtown,” is film that chronicles the rise of skateboarding as it was shaped by Manhattan’s architecture and the zoning laws that surround it. Sponsored by Mountain Dew and featuring a who’s who of skateboarding from the 80’s and 90’s, “Deathbowl to Downtown” was to be the first film to tell the story of how street skating (arguably, the most prevalent form of modern skateboarding) arose in Manhattan’s gritty urban environment.
As part of the program, we handled outreach to select members of the endemic skate world, B2B media to help promote the involvement of the film’s sponsors and reached out to non-endemic outlets so as to explain the story to a mass audience. Credentialing media for the screenings, training spokespeople and developing key messages were all part of the program.
More than 25 features ran on “Deathbowl to Downtown,” in addition to multiple re-runs on FUEL TV. Regional online sites Gothamist and Laist, two of the highest trafficked sites in LA and NYC, produced multiple features before and after the screenings. HypeBeast gave the film two features. Advertising Age was on-site interviewing Mountain Dew executives and the film’s two directors, which rounded out coverage by FUELTV, ESPN.com GQ’s online extension and Nylon. Peer-to-peer outreach via social media and online pitching led to more than 12,000 online views of the trailer.