Energy drink brand Kick is launching a promotion giving Avengers fans power-ups for The Avengers Facebook game.

The brand, which has fostered a strong association with video gaming, is next week kicking off an on-pack promotion themed around Marvel’s upcoming The Avengers superhero movie.

It will be rolling out three million cans carrying a QR code linked to Kick’s Avengers website, where consumers can enter a draw to win video games, comics, DVDs or a top prize of an adventure activity day for 10 friends.

They will also be given power-ups that can be used in The Avengers Facebook game, which gives players the chance to build their own Avengers team. The push will be supported by ads in gaming, film and lads mags.

Last year, an on-pack push on PepsiCo’s Mountain Dew offered American Call of Duty players double experience points.