The King's Man Experience


To promote the release of The King’s Man, Substance were tasked by IM Marketing and 20th Century Studios to activate a content capture experience with The Duke of Lancaster’s Regiment - home of the original Kingsmen.

A group of UK and EMEA influencers were put through their paces by the regiment across two days of filming, as they trained to become a Kingsman

Their experience consisted of real-life army simulations and training techniques such as hand-to-hand combat, camouflage and concealment, and night vision.

Becoming Real Kingsman


The event resulted in considerable social content across both participant and owned channels with a combined following of 4.2M, including longform marketing materials to reignite buzz in the week of release.

More Work

To celebrate the launch of Pokémon Brilliant Diamond & Pokémon Shining Pearl, we were tasked with creating an online contest to showcase fans’ furry (and non-furry) best friends.


Socially awkward Barney and Ron, his malfunctioning B*Bot, set out together on a hilarious adventure, learning about themselves and the true meaning of friendship along the way.




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