Gillette Ramps Up E-Game Marketing with Twitch

Procter & Gamble is investing more in the e-gaming world. Gillette and Twitch, described as  website for all things gaming, have created the “Gillette Gaming Alliance,” a team of 11 Twitch streamers from 11 countries selected to represent the brand and create content for viewers. The Gillette Gaming Alliance will support a “Bits for Blades” promotion, as well as an ultimate fan experience at TwitchCon Europe in Berlin.

Through “Bits for Blades,” fans are provided the opportunity to earn Twitch Bits, a virtual good that users can send via chat to support streamers financially, by buying select Gillette products displayed and discussed by Alliance team members. By clicking on a Gillette-branded banner, viewers can purchase Gillette products through Amazon.com or a third-party vendor and earn at least 250 Twitch Bits in return.

Countries represented in the 2019 Gillette Gaming Alliance include the US, Italy, Poland, Japan, Brazil, Russia, UK, Spain, South Korea, Turkey and Germany.

“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 esports space, Gillette is proud to take this next step with Twitch and align with the best streamers from around the world,” said Jaweria Ali, global marketing director at Gillette. “We also can’t wait to give fans the ultimate experience at the first TwitchCon outside of the US.”

“The Twitch community thrives on being able to directly support their favorite streamers both emotionally and financially, and seeing that support show up on screen is an added bonus,” said Nathan Lindberg, senior director, global sponsorship at Twitch. “Through ‘Bits for Blades,’ Gillette is empowering fans to completely support their favorite streamers and be recognized for it by their peers, all because of their affinity for Gillette products. That’s a win-win for everyone!”