diff --git a/lib/cove/cli/service.rb b/lib/cove/cli/service.rb
index 67cb056..c206b67 100644
--- a/lib/cove/cli/service.rb
+++ b/lib/cove/cli/service.rb
@@ -46,6 +46,28 @@ def logs(service_role)
         # on the host(s).
         Kernel.exit(0)
       end
+
+      desc "run SERVICE with COMMANDS", "Run a container with custom commands for SERVICE"
+      option :role, type: :string
+      option :host, type: :string
+      def run_custom(service_name, command)
+        service = Cove.registry.services[service_name]
+        command = command.split
+
+        role = if options[:role]
+          Cove.registry.roles_for_service(service).bsearch { |x| x.name == options[:role] }
+        else
+          Cove.registry.roles_for_service(service).first
+        end
+
+        host = if options[:host]
+          Cove.registry.hosts[options[:host]]
+        else
+          role.hosts.first
+        end
+
+        Cove::Invocation::ServiceRun.new(registry: Cove.registry, service: service, custom_cmd: command, role: role, host: host).invoke
+      end
     end
   end
 end
diff --git a/lib/cove/command/builder.rb b/lib/cove/command/builder.rb
index 07cce54..8be7c29 100644
--- a/lib/cove/command/builder.rb
+++ b/lib/cove/command/builder.rb
@@ -7,6 +7,12 @@ def self.start_container(*containers)
         [:docker, "container", "start", *containers.flatten]
       end
 
+      # @param [String] container The name or id of the container to start
+      # return [Array] The command to start the container and attach the standard input, output, and error streams
+      def self.start_container_and_attach(container)
+        [:docker, "container", "start", "--attach", "-i", container]
+      end
+
       # @param [String] containers The name or id of the container(s) to stop
       # @param [Integer] time
       def self.stop_container(*containers, time: nil)
@@ -20,8 +26,8 @@ def self.delete_container(*containers)
 
       # @param [Cove::DesiredContainer] config
       # @return [Array] The command to create the container
-      def self.create_container(config)
-        Docker::Container::Create.build(image: config.image, name: config.name, labels: config.labels, command: config.command, environment_files: config.environment_files, ports: config.ports, mounts: config.mounts)
+      def self.create_container(config, remove: false, interactive: false)
+        Docker::Container::Create.build(image: config.image, name: config.name, remove: remove, interactive: interactive, labels: config.labels, command: config.command, environment_files: config.environment_files, ports: config.ports, mounts: config.mounts)
       end
 
       # @param [String] image The image to pull
diff --git a/lib/cove/command/docker/container/run.rb b/lib/cove/command/docker/container/run.rb
index e4c3e77..e0b6d5b 100644
--- a/lib/cove/command/docker/container/run.rb
+++ b/lib/cove/command/docker/container/run.rb
@@ -3,8 +3,8 @@ module Command
     module Docker
       module Container
         class Run
-          def self.build(image:, name: nil, remove: false, detach: true, interactive: false, labels: {}, command: [], ports: [], extra_arguments: [])
-            builder = [:docker, "container", "run"]
+          def self.build(image:, name: nil, remove: false, detach: true, interactive: false, labels: {}, command: [], ports: [], mounts: [], environment_files: [], extra_arguments: [])
+            builder = ["docker", "container", "run"]
 
             builder += ["--name", name] if name.present?
 
@@ -12,8 +12,16 @@ def self.build(image:, name: nil, remove: false, detach: true, interactive: fals
               builder += ["--publish", port_mapping["source"].to_s + ":" + port_mapping["target"].to_s]
             end
 
-            Hash(labels).each do |key, value|
-              builder += ["--label", "#{key}=#{value}"]
+            Array(mounts).each do |mount|
+              builder += ["--mount", "type=volume,source=\"#{mount["source"]}\",target=\"#{mount["target"]}\""]
+            end
+
+            Array(labels).each do |label|
+              builder += ["--label", label]
+            end
+
+            Array(environment_files).each do |environment_file|
+              builder += ["--env-file", environment_file]
             end
 
             builder << "--detach" if detach
diff --git a/lib/cove/instance.rb b/lib/cove/instance.rb
index c5918b5..8767322 100644
--- a/lib/cove/instance.rb
+++ b/lib/cove/instance.rb
@@ -20,6 +20,7 @@ def initialize(package, index)
       @index = index
     end
 
+    # @return [String]
     def name
       "#{package.service_name}-#{package.role_name}-#{version}-#{index}"
     end
@@ -27,7 +28,8 @@ def name
     # @return [Cove::EntityLabels] The labels of the container
     def labels
       package.labels.merge({
-        "cove.index" => index.to_s
+        "cove.index" => index.to_s,
+        "cove.type" => "deployed"
       })
     end
 
diff --git a/lib/cove/invocation/service_run.rb b/lib/cove/invocation/service_run.rb
new file mode 100644
index 0000000..c4cc7db
--- /dev/null
+++ b/lib/cove/invocation/service_run.rb
@@ -0,0 +1,68 @@
+module Cove
+  module Invocation
+    class ServiceRun
+      include SSHKit::DSL
+
+      # @return [Cove::Registry]
+      attr_reader :registry
+      # @return [Cove::Service]
+      attr_reader :service
+      # @return [Array<String>]
+      attr_reader :custom_cmd
+      # @return [Cove::Role]
+      attr_reader :role
+      # @return [Cove::Host]
+      attr_reader :host
+
+      # @param registry [Cove::Registry]
+      # @param service [Cove::Service]
+      # @param custom_cmd [Array<String>]
+      # @param role [Cove::Role]
+      # @param host [Cove::Host]
+      def initialize(registry:, service:, custom_cmd:, role:, host:)
+        @registry = registry
+        @service = service
+        @custom_cmd = custom_cmd
+        @role = role
+        @host = host
+      end
+
+      # @return nil
+      def invoke
+        Cove.output.puts "service: #{service.name}, role: #{role.name}, host: #{host.name}, commands: #{custom_cmd}."
+        deployment = Cove::Deployment.new(role)
+        instance_on_demand = Cove::OnDemandInstance.new(deployment, custom_cmd)
+        desired_container = Cove::DesiredContainer.from(instance_on_demand)
+
+        create_cmd = create_cmd(desired_container)
+        start_cmd = start_cmd(desired_container.name)
+
+        on(host.sshkit_host) do
+          Steps::EnsureEnvironmentFileExists.call(self, deployment)
+          Steps::PullImage.call(self, deployment)
+          info "Creating container #{desired_container.name}"
+          execute(*create_cmd)
+        end
+
+        run_locally do
+          info "Starting container #{desired_container.name}"
+          Kernel.exec(*start_cmd)
+        end
+      end
+
+      private
+
+      # @param desired_container [Cove::DesiredContainer]
+      # @return [Array<String>]
+      def create_cmd(desired_container)
+        Cove::Command::Builder.create_container(desired_container, remove: true, interactive: true).map(&:to_s)
+      end
+
+      # @param container_name [String]
+      # @return [Array<String>]
+      def start_cmd(container_name)
+        (["ssh", "-t", host.ssh_destination_string] + Cove::Command::Builder.start_container_and_attach(container_name)).map(&:to_s)
+      end
+    end
+  end
+end
diff --git a/lib/cove/on_demand_instance.rb b/lib/cove/on_demand_instance.rb
new file mode 100644
index 0000000..17ef8f7
--- /dev/null
+++ b/lib/cove/on_demand_instance.rb
@@ -0,0 +1,45 @@
+module Cove
+  class OnDemandInstance
+    # @return [Cove::Deployment]
+    attr_reader :deployment
+    # @return [Integer]
+    attr_reader :index
+    # @return [Cove::Role]
+    delegate :role, to: :deployment
+    # @return [Cove::Service]
+    delegate :service, to: :role
+    # @return [String] The version of the deployment
+    delegate :version, to: :deployment
+    # @return [Array<String>] The command to run in the container
+    attr_reader :command
+    # @return [Array<Hash>] The port mapping to run in the container
+    attr_reader :ports
+    # @return [Array<Hash>] The volumes to mount to the container
+    delegate :mounts, to: :role
+    # @return [String] The image of the container
+    delegate :image, to: :role
+    # @return [Cove::EntityLabels] The labels of the container
+    delegate :labels, to: :deployment
+
+    # @param deployment [Cove::Deployment] The deployment the container is part of
+    # @param command [Array<String>] The custom command to run in the container
+    def initialize(deployment, command)
+      @deployment = deployment
+      @command = command
+      @ports = []
+      @index = 1
+    end
+
+    # @return [String]
+    def name
+      "#{service.name}-#{role.name}-#{version}-run-#{SecureRandom.hex(3)}"
+    end
+
+    # @return [Cove::EntityLabels] The labels of the container
+    def labels
+      deployment.labels.merge({
+        "cove.type" => "on-demand"
+      })
+    end
+  end
+end
diff --git a/spec/cove/cli/service_spec.rb b/spec/cove/cli/service_spec.rb
index b7aadb6..81e6a80 100644
--- a/spec/cove/cli/service_spec.rb
+++ b/spec/cove/cli/service_spec.rb
@@ -32,4 +32,37 @@
       described_class.new.invoke(:up, ["nginx"])
     end
   end
+
+  describe "#run_custom" do
+    it "runs a container with a custom command" do
+      Cove.init(config: "spec/fixtures/configs/basic/")
+      service = Cove.registry.services["nginx"]
+      role = Cove.registry.roles_for_service(service).first
+      host = role.hosts.first
+
+      expect(Cove::Invocation::ServiceRun).to receive(:new).with(
+        registry: Cove.registry,
+        service: service,
+        custom_cmd: ["echo", "hello"],
+        role: role,
+        host: host
+      ) { double(invoke: nil) }
+      described_class.new.invoke(:run_custom, ["nginx"], ["echo hello"])
+    end
+    it "runs a container with a custom command with a specified host" do
+      Cove.init(config: "spec/fixtures/configs/basic/")
+      service = Cove.registry.services["nginx"]
+      role = Cove.registry.roles_for_service(service).first
+      host = role.hosts.second
+
+      expect(Cove::Invocation::ServiceRun).to receive(:new).with(
+        registry: Cove.registry,
+        service: service,
+        custom_cmd: ["echo", "hello"],
+        role: role,
+        host: host
+      ) { double(invoke: nil) }
+      described_class.new.invoke(:run_custom, ["nginx", "echo hello"], host: "host2")
+    end
+  end
 end
diff --git a/spec/cove/command/docker/container/run_spec.rb b/spec/cove/command/docker/container/run_spec.rb
index de9372f..3714f16 100644
--- a/spec/cove/command/docker/container/run_spec.rb
+++ b/spec/cove/command/docker/container/run_spec.rb
@@ -5,7 +5,7 @@
     it "returns the expected command" do
       expect(described_class.build(image: "hello-world", name: "my-container")).to eq(
         [
-          :docker,
+          "docker",
           "container",
           "run",
           "--name", "my-container",
@@ -18,7 +18,7 @@
     it "returns the expected command" do
       expect(described_class.build(image: "hello-world", name: "my-container", ports: [{"type" => "port", "source" => 8080, "target" => 80}])).to eq(
         [
-          :docker,
+          "docker",
           "container",
           "run",
           "--name", "my-container",
@@ -28,5 +28,19 @@
         ]
       )
     end
+
+    it "returns the expected command" do
+      expect(described_class.build(image: "hello-world", remove: true, detach: false, interactive: true, command: ["echo", "hello"])).to eq(
+        [
+          "docker",
+          "container",
+          "run",
+          "--rm",
+          "-it",
+          "hello-world",
+          "echo", "hello"
+        ]
+      )
+    end
   end
 end
diff --git a/spec/cove/invocation/service_run_spec.rb b/spec/cove/invocation/service_run_spec.rb
new file mode 100644
index 0000000..48dc1b4
--- /dev/null
+++ b/spec/cove/invocation/service_run_spec.rb
@@ -0,0 +1,36 @@
+RSpec.describe Cove::Invocation::ServiceRun do
+  describe "#invoke" do
+    it "should create and start a container with a custom command" do
+      custom_cmd = ["echo", "hello"]
+      registry, service, role, host = setup_environment(service_name: "test", role_name: "web", image: "app:latest", command: ["ping", "8.8.8.8"], ports: [{"type" => "port", "source" => 8080, "target" => 80}], mounts: [{"type" => "volume", "source" => "my-volume", "target" => "/data"}])
+      deployment = Cove::Deployment.new(role)
+      instance_on_demand = Cove::OnDemandInstance.new(deployment, custom_cmd)
+      allow(SecureRandom).to receive(:hex).with(3).and_return("abc123")
+
+      stubs = []
+      desired_container = Cove::DesiredContainer.from(instance_on_demand)
+
+      stubs << stub_command(/docker image pull app:latest/).with_exit_status(0)
+      stubs << stub_command(/mkdir -p \/var\/cove\/env\/#{service.name}\/#{role.name}/)
+      stubs << stub_command(/.* docker container create .* #{desired_container.name}.* --mount type=volume,source=my-volume,target=\/data .* --rm -it .* echo hello/).with_exit_status(0)
+      stubs << stub_upload("/var/cove/env/#{service.name}/#{role.name}/#{deployment.version}.env")
+
+      expect(Kernel).to receive(:exec).with("ssh", "-t", "1.1.1.1", "docker", "container", "start", "--attach", "-i", "#{desired_container.name}")
+
+      invocation = described_class.new(registry: registry, service: service, custom_cmd: custom_cmd, role: role, host: host)
+
+      invocation.invoke
+
+      stubs.each { |stub| expect(stub).to have_been_invoked }
+    end
+
+    def setup_environment(service_name: "test", role_name: "web", image: "app:latest", container_count: 1, command: [], ports: [], mounts: [])
+      host = Cove::Host.new(name: "1.1.1.1")
+      service = Cove::Service.new(name: service_name, image: image)
+      role = Cove::Role.new(name: role_name, service: service, hosts: [host], container_count: container_count, command: command, ports: ports, mounts: mounts)
+      registry = Cove::Registry.build(hosts: [host], services: [service], roles: [role])
+
+      [registry, service, role, host]
+    end
+  end
+end