Diageo has partnered with production company Marvel Studios for a US campaign featuring its Smirnoff vodka mark ahead of the release of the ‘Avengers: Doomsday’ film next month.
The collaboration, announced this week, will kick off with a series of spots “inspired by the film” and which feature actor Karan Soni. Details of where the adverts will be aired, and when, were not immediately available.
Consumers can also enter a free competition on the vodka brand’s website to win one of 1,800 cinema tickets. The tie-up will culminate at a ‘Super House Party’ event in December, details of which have not yet been released.
“Bringing Doomsday and Smirnoff together gives us the opportunity to create something uniquely epic for the fandom, in a way only Smirnoff can,” said Smirnoff’s senior VP, Jim Ruane. “We’ve always been about bringing people together across different worlds – or, in this case, universes.”
Also this week, Diageo announced details of a marketing activation for its co-owned Cîroc vodka brand in the US. Kicking off in New York next month, the company’s North America business unit is debuting a martini-mixing machine at a branch of casual-dining chain Dave’s Hot Chicken.
