I haven't done it with Crackle, but I know for other services you go to the service's web site and follow their steps to activate a new device (your AppleTV). Then the website gives you a code that you need to enter on the AppleTV, which you can do from the remote or by pairing a bluetooth keyboard.
If you've already done this, and the issue is that the code is not recognized, I'd check that the AppleTV can access the internet (i.e. can it play trailers from the iTunes Store, Play other services, etc.?)
Good Luck!
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