Multinational esports organisation Gen.G has announced a partnership with oral care company SmileDirectClub.
As part of the deal, the companies will launch ‘SmileXP’, a three-episode series over six months to promote accessible and affordable oral care.
Specifically, Gen.G streamers Shannon Williams, Jessica Kim and Krystalogy will share their journeys towards ‘a straighter, healthier and more confident smile’ via stream and on their social media pages. YouTuber ImDavisss will also be part of the campaign, showcasing his treatment journey on his social channels.
Moreover, the streamers and their audiences will compete against each other throughout the series, participating in ‘smile-based’ challenges. Fans who tune in will also get the chance to win various prize giveaways, including headsets, SmileDirectClub products, Twitch subscriptions and more. A free SmileDirectClub Clear Aligner treatment will also be given out as a grand prize.
SmileDirectClub is the latest company to join Gen.G’s roster of non-endemic commercial partners jumping into the gaming and esports space, joining the likes of Toyota, McDonald’s and period product brands Always and Tampax, among others. Earlier this year, Gen.G also teamed up with high fashion brand Burberry to launch a content series focused on women and inclusivity in esports.
Martin Kim, Chief Revenue Officer of Gen.G, commented on the partnership: “A great smile is one of the first and best ways you can make an impression on someone, and SmileDirectClub has made a strong impression on us to bring our communities together.
“It’s rewarding to work with a partner who values mission-driven community growth, and we look forward to launching this campaign together.”
This is not the first time an oral care company has secured an esports-related collaboration. Last year Golden Guardians partnered with Align Technology, the makers of Invisalign clear braces. Invisalign became the official ‘smile partner’ of the team and was featured on the players’ jerseys and on activations across TV, digital media, and social channels.
