Film studio 20th Century Fox?s soon-to-be-released movie, ?Kingsman: The Secret Service,? is providing the weather-appropriate clothing look for icons in weather application Swackett as the film?s makers leverage the natural sympatico between mobile and weather to drive awareness.

In the VentureFuel-brokered brand integration, Swackett?s symbols for appropriately weather-dressed people ? known as ?peeps? ? will wear the clothing of characters from the spy thriller, which will open in theaters Feb. 13. The campaign taps people?s love for checking the weather via a mobile device to determine what to wear.

?Swackett makes weather fun by showing individuals what to wear based on the weather ? not just a generic rain cloud, but a fun rain outfit,? said Fred Schonenberg, founder of VentureFuel, New York. ?People identify with it because it is fun and personal.?

Swackett, available on Apple?s Mac, iPhone or iPad or the Web, converts weather data into easily understood visual weather reports designed for all ages. 

Typically, its peeps embody the combination of raw weather data with being appropriately attired for any kind of weather.

For example, if it is cold outside, peeps appear dressed in winter hats, coats and boots. On a sunny day, peeps appear wearing shorts and sunglasses, and bring along drinking water and sunblock.

The campaign underscores the growing importance of making campaigns more personal in the mobile age.

?Mobile devices are the most intimate and personal ways for advertisers to connect to their fans,? Mr. Schonenberg said. ?It?s truly one-to-one and it needs to be relevant to each user. 

 

?You must entertain consumers, give them something they want and then enable them to dive deeper into the story or take action,? he said. 

A variety of marketers are responding to consumers? interest in obtaining up-to-date weather data as connected and mobile technology becomes more ubiquitous.

In July, Swedish automaker Volvo teamed up with The Weather Channel to promote its XC60 crossover vehicle and reach consumers with its first iPad-application use of branded creative that appeared in the background of content on the channel's iPad app. 

The promotion featured full-screen images of the XC60 displayed under translucent weather content, with the images changing to match weather conditions in the user?s location. 

In December, a partnership between Columbia Records and The Weather Channel promoted a new album by rock band AC-DC by leveraging a custom native ad across mobile, tablet 

and Web platforms that played off the bad-weather title of a song on the album.

The Weather Channel leveraged local data from users to determine who received the ad for the album, ?Rock or Bust,? which included the song, ?Got Some Rock & Roll Thunder,? based on current weather conditions. 

An AccuWeather mobile application that allowed hyper-local weather forecasts to be checked with a glance at an Android Wear smartwatch brought together a demand for fast information with up-to-the-minute forecasts for an exact location.

AccuWeather's app for Android Wear featured AccuWeather MinuteCast, a global minute-by-minute precipitation forecast for a precise street address or GPS location. 

Besides emphasizing the film?s clever, playful vibe, the 20th Century Fox/Swackett campaign includes links to the Kingsman trailer and the ability to buy tickets on the spot. 

?We are also constantly changing the images and the characters to keep the program fresh and relevant,? Mr. Schonenberg said.