Colin Firth aids the meerkats in a Kingsman bar brawl for Compare the Market

Compare the Market is continuing to promote its Meerkat Movies cinema ticket offering, tying in with 20th Century Fox’s Kingsman sequel featuring Colin Firth.

As part of Kingsman: The Golden Circle, Firth’s Harry Hart has teamed up with meerkats Aleksandr and Sergei, to have a brawl in the pub from the first movie.

The multi-million-pound drive was directed by Dave Scanlon and produced by Anna Cunnington and Patrick Duguid at Passion Pictures. It was first launched 8 September, and it marks a sequel to the brand’s Spider-Man: Homecoming tie-in.

The TVC is supported with activity from agencies VCCP Blue and VCCP Me. This work was also supported by MEC on TV, VOD, radio, and social. Furthermore, a dedicated microsite features a quiz, testing users on their knowledge from the movie.

Mark Vile, chief marketing officer at comparethemarket.com, said: “After the huge success of Kingsman: The Secret Service, we’re thrilled to be partnering with Fox on the highly anticipated sequel and the biggest action film of the year. For the very first time, Aleksandr and Sergei will enter the film’s world and re-create one of the most iconic scenes, providing us with a really engaging, action-packed narrative to help bring the Meerkat Movies proposition to life.”

Since launching Meerkat Movies over two years ago, the brand claims more than seven million people have redeemed a code offering two-for-one cinema tickets. Kingsman: The Golden Circle hits cinemas 20 September 2017.

The movie has integrated well with brands, from VisitBritain to a creating a real whiskey product with Brown-Forman.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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