Smirnoff has launched a new campaign with Marvel Studios for the upcoming film Avengers: Doomsday, using digital content, fan challenges and planned live events to build engagement ahead of the movie’s December 2026 release.
The campaign, titled Assemble Your Night, features actor Karan Soni, who appeared in Deadpool & Wolverine. It follows Soni as he makes his way onto the sets of Avengers: Doomsday to organise secret parties, bringing elements of the Marvel universe into the brand’s promotional activities.
Brandspur Brand News reports that the campaign is designed to encourage fans to participate in the build-up to the film rather than simply encounter conventional advertisements.
One of its central activities is a planned Smirnoff Super House Party. Details of the event are expected to emerge through clues and hidden surprises shared across the brand’s social media channels, turning the search for information into part of the campaign experience.
The partnership also includes a promotional giveaway through Fandango, offering eligible participants the opportunity to win one of 1,800 movie tickets using promotional codes. A special edition campaign-themed prize is also part of the offer.
The film, Avengers: Doomsday, is scheduled to arrive in cinemas on December 18, 2026. Smirnoff’s campaign is among the promotional activities being developed around the release.
For Marvel Studios, the collaboration provides an avenue to extend the film’s reach beyond cinema audiences. Holly Frank, Disney’s Vice President of Global Marketing Partnerships and Promotions, said the activation draws on familiar settings from the Marvel Cinematic Universe while connecting with the festive season surrounding the film.
Other brands, including Jack in the Box, Dunkin’, Kinder and Regal Cinemas, have also announced promotional partnerships linked to Avengers: Doomsday.
The campaign reflects a growing emphasis on interactive experiences in entertainment marketing, as brands seek to turn major film releases into opportunities for audience participation.
For Smirnoff, the partnership creates several points of contact with consumers, from online content and giveaways to a planned live event, while linking its brand identity with one of the world’s most recognised film franchises.
