Luxury menswear retailer Mr Porter has teamed up with Google to give consumers the chance to “star” in new movie Kingsman: The Secret Service.
UK cinema-goers can “become a Kingsman” by creating personalised digital avatars and inserting them into their favourite scenes from the film, which stars Colin Firth and Samuel L Jackson.
Audiences at Vue Westfield Shepherds Bush can enter a kiosk, in which a multi-camera setup will capture their face and body, creating a virtual representation of them in 3D.
The avatar, modelling clothing from a specially designed Mr Porter Kingsman range, will then be included in a scene from the film in an animated gif format, before being shared on Google+ in what they describe as an “innovative leap for social”.
Net-a-Porter-owned Mr Porter and online giant Google joined forces on the project with London-based production company, Inition.
Mr Porter and Google have also collaborated in other areas to mark the launch of the film, including creating a behind-the-scenes video and hosting a live Google+ Hangout.
Global Google+ marketing director Marvin Chow said: “We are very excited to be part of the Kingsman launch, working with pioneers in fashion and film such as Mr Porter and Twentieth Century Fox.
“Allowing fans to become the real “Kingsman” is a tremendous addition to their brand experience and an innovative leap for social.”
Mr Porter managing director Ian Tansley said: “By partnering with Twentieth Century Fox and Google we have not only been able to launch a world first in fashion and film – we are also offering viewers an opportunity to be part of the film and collection experience in a fun and interactive way.”