The movie’s theme centered on surviving and navigating the harsh and unforgiving wilderness, so the promotion taps into the Boy Scouts of America’s affinity with adventure, wilderness survival skills, leadership, and the great outdoors.

• Contest centers around Scout skills that are applicable to the movie.

• Scouts encouraged to watch the movie trailer.

• Written component: which Scout skills/merit badges were appropriate for the situations depicted in the trailer and why.

• Picture component: Social media push using the #ALPHAScoutContest hashtag.

• Featured Sony ALPHA Scout on the movie and Boys’ Life social media channels.

• Exhibitor at the National Order of the Arrow Conference attended by 8,000+ Scouting honor society members and Scouting leaders.