Colin Firth Judges Your Spying Skills in Kingsman Interactive Experience

'Gamified Trailer' Contains Exclusive Footage From Movie

Published On
Feb 03, 2015

Editor's Pick

As movie marketing gets more sophisticated, film companies are on the lookout for innovative ways to get consumers engaging with the movie before it opens. Here's one that acts as a "gamified trailer" for the movie, hooking people in with a famous actor's voice and exclusive footage.

To promote "Kingsman: The Secret Service," 20th Century Fox built a double screen experience that lets you see if you have what it takes to become a "Kingsman Knight" (a trainee spy), guided by the voice of Colin Firth, who stars in the movie as uber-spy Harry Hart. Using both their mobile and computer at the same time, people can play two challenges, interacting with video sequences inspired by scenes in the movie. One mission is a fight scene, while the other is a timed trial using Google Maps. As they play, the game reveals exclusive video content from the movie. The experience was created by interactive specialists Unit9 and director Anrick Bregman.

The film, directed by Matthew Vaughn, opens next week in the U.K. and has benefited from some innovative marketing all over the world. 20th Century Fox also teamed up wtih Uber to whisk passengers to an advanced screening of the movie in 50 different U.S.cities.