Procter & Gamble’s Gillette brand and Amazon’s Twitch livestreaming service have formed the Gillette Gaming Alliance, a team of five Twitch streamers from around the world who will collaborate with Gillette to create content for their fans.
The series is part of a continuing three-year partnership between livestreaming platform Twitch and Gillette, and will see five popular personalities create content for their fans in collaboration with the men’s grooming brand.
The Alliance will also support the “Bit for Blades” program, which awards Twitch Bits (the platform’s virtual currency) to those who purchase products from Gillette’s online store. Financial terms of the partnership between Twitch and Gillette have not been disclosed.
As a result, Twitch users who buy Gillette products through Gillette.com will enter a unique promo code at check out and will receive an email code following their purchase to redeem their Twitch Bits. This year’s program brings a leveled-up value proposition for consumers, including 2,000 bits for $10+ spent, 5,000 bits for $25+ spent, and 10,000 bits for $50+ spent.
This year’s collective of streamers consists of Ben “Dr Lupo” Lupo (3.5M Twitch followers), Nate “Nate Hill” Hill (768K), David “DogDog” Caero (583K), Alan “Alanzoka” Ferreira (2.1M), and Victor Paul “Elded” Calderón (1.5M). Last year’s Alliance featured a total of 11 streamers (one per country), one of which, Jack “CouRage” Dunlop, boasted 2.1M followers before he moved to YouTube as part of an exclusive streaming agreement.
