For its Within Reach campaign, Gillette brought on eSports athlete and former IEM Katowice World Championship MVP Enrique "xPeke" Cedeño as its eSports ambassador.
For the campaign, xPeke is spotlighted as a rising star in the world of eSports with a sharp eye. To help fans better understand the link between its grooming products and eSports, Global Gillette vice president John Mang says: "Gamers at all levels recognize the importance of precision – split seconds and minute movements make big differences. We get that obsession with precision better than anyone."
The P&G brand also sponsored the Intel Extreme Masters in Katowice, Poland, an event that is run by ESL, the world's largest eSports event company. As such, the eSports partnership also resulted in the creation of custom 3D-printed razor handles for teams and fans, as well as grooming services offered to competitors who participated during the tournament.
Why This Trend Is Growing
- Esports Sponsorship
- Brands can partner with rising stars in the world of eSports to highlight the importance of their products to gamers.
- Custom Product Creation
- 3D-printed razor handles can be created as promotional items for specific teams and fans in order to create a more personalized experience for consumers.
- Grooming Services for Competitors
- Companies can offer grooming services to competitors during gaming tournaments to not only highlight their grooming products but also ensure a well-groomed appearance for players.
Industries Being Reshaped
- Beauty and Grooming
- Beauty companies can enter the eSports industry and target gamers with precision skincare and grooming products.
- 3D Printing
- Companies can use 3D printing technology to create custom promotional products, such as razor handles, for specific teams and fans.
- Event Services
- Companies offering event services can add grooming services to their offerings for gaming tournaments, creating a new revenue opportunity for their business.
