Become A Kingsman
- Brand
- Kingsman
- Year
- 2015
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- 20th Century Fox
- With
- UNIT9
- With
- Anrick
- With
- Le Polish Bureau
Objective
20th Century Fox needed to market Kingsman: The Secret Service to a young, tech-fluent audience ahead of its February 2015 release, using a format that would outdo a standard trailer. The goal was to let fans step into the world of the film and complete spy missions from home while getting an early look at the characters, and to show off what a second-screen web experience built on Google's tools could do.
Solution
The site opens on the player's laptop and hands the phone the job of controller, with Harry Hart (Colin Firth) briefing them in as a Kingsman recruit. In the first mission, the player watches a fight scene play out on the big screen and swipes on their phone to land the blows. The second mission drops them into a real London location built from Street View imagery: holding the phone flat turns it into a compass, and the player physically pivots to steer their view around the scene and spot the target within a time limit. Each mission ends with Hart grading the performance and unlocking the next piece of exclusive footage before sending the player on to the next task.
- 1
The player opens the Become a Kingsman one-page site on desktop and watches a video introduction to the film's key characters, with Harry Hart (Colin Firth) cast as the mentor and examiner who will guide the recruit through the trial.
- 2
The player is prompted to pair a smartphone with the desktop session; once connected over a live real-time link, the phone becomes the controller and the desktop becomes the action screen.
- 3
The experience is built around two mission-style challenges, each staged as film-style video sequences drawn from key scenes of the movie.
- 4
In the first mission, a hand-to-hand fight scene, the player issues commands by swiping the phone screen, and Harry Hart delivers sarcastic in-character commentary on the player's performance throughout.
- 5
In the second mission, a timed challenge set at a real London train station, the player searches Street View panoramas for hidden intelligence within a time limit, steering the view by physically turning the phone like a compass.
- 6
The station panoramas have been manually retouched to insert film characters into real Street View imagery, so the people and objects the player finds are part of the story rather than random passersby.
- 7
At the end of the two missions the player receives a verdict on their fitness to join the Kingsmen; a failing result comes with a suggestion to work on their skills before reapplying.
- 8
Completing the experience unlocks bonus content: character dossiers, exclusive video clips and the trailer, and downloadable wallpapers.
