The P&G-owned brand is teaming up with streamers of games including Fortnite, DOTA and League of Legends
The Gillette Gaming Alliance 2019
Gillette has teamed up with streaming platform Twitch to assemble the Gillette Gaming Alliance: 11 top video game streamers who will create content and promote its shaving products to a growing audience of gaming fans worldwide.
Comprising 11 streamers from 11 different countries, the Alliance consists of: CourageJD from the US; CiccioGamer89 from Italy; IzakOO from Poland; Daigothebeastv from Japan; Jovirone from Brazil; Dendi from Russia; b0aty from the UK; MarkiLokurasY from Spain; Yapyap30 from South Korea; Mithrain from Turkey; and Papaplatte from Germany.
They are partnering with the P&G-owned shaving giant for its Bits for Blades initiative, which gives fans the chance to earn Twitch Bits – a virtual currency used to support Twitch streamers – by purchasing select Gillette products advertised by the Alliance members.
Jaweria Ali, Global Marketing Director at Gillette, said: “With our history of partnering with the best in class in sports and entertainment around the world, and as an early non-endemic brand playing in the gaming and e-sports space, Gillette is proud to take this next step with Twitch and align with the best streamers from around the world.”
Consumers can buy products through Amazon.com or a third-party vendor, and will receive at least 250 Twitch Bits in return.
Nathan Lindberg, Senior Director of Global Sponsorship at Twitch, added: “The Twitch community thrives on being able to directly support their favourite streamers both emotionally and financially, and seeing that support show up on screen is an added bonus.
“Through Bits for Blades, Gillette is empowering fans to completely support their favourite streamers and be recognized for it by their peers, all because of their affinity for Gillette products. That’s a win-win for everyone!”
Gillette is also set to promote the Alliance at TwitchCon Europe, which takes place in Berlin from April 13-14, offering fans giveaways and meet-and-greets with Alliance members and other Twitch personalities.