Kingsman: The Secret Service was one of 20th Century Fox most important releases during 2015. It’s a Bond influenced action movie about nine young aspirants who are challenged in different ways to become part of the Kingsman secret service. As part of the Swedish launch we took inspiration from the Kingsman story and arranged a reality game called ”Are You a Kingsman?”.
We invited groups of friends, from different clusters, and with a big following on Instagram, to embark ”one of their most dangerous job interviews ever”. We got 20 aspirants, divided in to five teams. They were handed their own team car and a Nokia Lumia smartphone with an ”Are You a Kingsman?” game app. The game was based on 60 different missions, big and small, all over Stockholm. Everything was on time and the more missions they completed, the more points they got. In some missions the aspirants had to report by photos in the app and in some they had to take help from their followers in social media, with the hashtag #areyouakingsman. We could follow all the teams by GPS and send push messages to give them new challenges along the way. Bought out of home media (Stureplan) and radio ad spots (Vinyl 107,1) were used to send out new missions and hidden codes. NFC technology was used to scan a hotel room for hidden codes.
By the end of the day we screened the Kingsman movie to some really excited aspirants. The whole game resulted in over 790 Instagram photos tagged with #areyouakingsman and a gross reach of over 1,3 million Instagram followers.