20th Century Fox Gamifies Movie Trailer To Promote ‘Kingsman: The Secret Service’

The action flick's marketing site tests people to see if they have what it takes to be a Kingsman.

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Working with Unit9, 20th Century Fox is promoting its upcoming Colin Firth/Samuel L. Jackson film, Kingsman: The Secret Service, with a combination of film and online interactivity that puts the player right in the middle of the plot.

The interactive site introduces players to the film’s lead characters and lets them navigate through a series of gamified challenges offering users a taste of the Kingsman’s world while also revealing added video content. The whole thing is led by lead character Harry Hart, played by Colin Firth.

Employing a cross-device connection between mobile and desktop, people can play two mission challenges within the “Become a Kingsman” world. Each uses video sequences inspired by scenes in the movie. One mission is a fight scene; the other is a timed trial using Google Maps. Each puts players’ skills to the test to see if they have what it takes to be a Kingsman Knight.

Throughout the game, players are regaled with witty repartee from the Harry Hart character such as accusations of a “total absence of hand-eye-coordination” of player behavior that is “as discreet as a porcupine in a pillowcase.” In what is most likely not a nod to that other action film franchise with Liam Neeson, player are also told to “work on their so-called skills” before reconsidering their application as Kingsman Knight.

You can check out a video overview of the game here:

20th Century Fox is aggressively promoting the movie on Twitter and Facebook with loads of content including movie clips, trailers, stills, hundreds of retweets of others’ comments on the movie and a little dose of Super Bowl #SB49 hashtag hijacking.

Kingsman: The Secret Service opens February 13.


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About the author

Steve Hall
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Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.

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