With the popularity of the take -off of influence marketing, brands are fighting for the attention of popular creators and try to cement themselves in space. Digital content creators are pop stars of this generation: Be able to align your brand with their personality guarantees that you reach a younger audience and to remain culturally relevant.

But 75% of generation Z audiences want more creativity of brands in the way they are marked (According to yougov data). This means that unrestrained brands are responsible not only to find creators who line up with their brand identity, but also to manufacture unique collaborations to stand out from other brands. We will examine some modern examples of influence marketing with brands marketing in 2025 and unique synergies that different industries can have during work with digital creators.

Entertainment brands working with Twitch

Entertainment brands hoping to work with banners are faced with a conflict of interest: many of these services are often in competition for the precious time of viewers. It may seem counterproductive to associate with streamers or live broadcasting platforms when this can lead to the thrust of your potential viewers on other channels. Netflix is ​​a classic example: viewers can choose to turn on a Netflix television series in the background while they work, or they can put their favorite stream by making a speedrun. But the whole spectator will rarely make both (especially at the same time).

Even again, there are times when collaboration with your competitor is logical. In 2021, Netflix created the first season of Esoteric: An animated adaptation of League of legends Who is, in turn, one of the most watched games on live broadcasting platforms. In this situation, overlapping between Esoteric Live viewers and viewers were very high. And so, Netflix has supported co-stretch for Esotericthe beginningsIncrease the awareness of the spectacle in a room they hoped to bring viewers live to their service. Netflix also remains aware of the cultural relevance of streamers, recently launched a series of reality TV based on the life of streamers entitled Streams.

Crunchyroll is one of the best examples of an entertainment brand that finds synergy with live streaming. There is a massive overlap between Twitch and the Crunchyroll public, with live viewers loving the aesthetics of the anime. Just look at Ironmouse’s popularity: an English -speaking vtuber with a very committed audience. It is to this reason that Crunchyroll typed Ironmouse to cover the “orange carpet” pre-depreciation event for crunchyroll anime Awards in 2025.

In the week before the crunchyroll anime Awards, Crunchyroll has teamed up with Twitch for a promotion: anyone who bought two Twitch submarines would obtain a free 30-day trial from Mega Fan Tier de Crunchyroll. The nature of the promotion has assured both Twitch and Crunchyroll could guarantee that new viewers of any unique conversion, and each brand could then play on their service enough to keep the viewer’s attention. However, it is worth saying that the advantage for the consumer is quite low, with a small economy of only $ 2 when accepting this promotion. A stronger partnership occurred in 2023 with the collaboration “support for streamer” in Crunchyroll which offered two months Free trial and was supported by specific banners rather than covering the Twitch platform as a whole.

Brands of food and up -to -date drinks with banners

Market forces constantly put pressure on food and drinks brands to update their image to stay fresh. Being the consumable of choice (for lack of a better word) among a new generation is essential, and this requires very specific promotions for different audiences around the world. Take the “El Grand King” event focused on the influence of Burger King: during the promotion, a series of meals is sold each on the theme according to one of the four creators of Spanish content: Djmariio, Lola Lolita, Roro and Cetaarmy. People who buy these meals will also support their favorite stream in the IRL competition. Renting the personalities of creators to the various hamburgers offered is a creative means of associating Burger King with self -expression.

However, the undeniable forerunner of influence marketing campaigns in the world of food and drinks is McDonald’s. Just a short list of influencers who have teamed up with McDonald’s includes Travis Scott, BTS and Kai Cenat (which is not unrelated to the big sponsorships as we will see in a moment). But McDonald’s not only makes unique promotions with stars of big name: they go deep in pop culture to find exciting partners. Most recently, McDonald has teamed up with the Esports Fnatic group to promote the revival of MCSPICY (with Frank’s spicy sauce). These deep collaborations establish the foot of McDonald’s among hardcore players and prove their competence in space navigation. It is a type of avant-garde thickness which put McDonald’s in the stomach of 44% of consumers of the Z generation by Yougov (or 19% more than the next high-speed catering channel Chick-Fil-A 25%).

Clothing brands proving cultural relevance with streamers

Like brands of food and drinks, clothing brands must keep their cultural relevance. However, clothing brands must also create trends themselves and pave the way. This means a partnership with high -level influencers who have their own distinct style and lining up their image closely with said influencers. There have been a certain number of STREAMER X APPREAL partnerships in the past, like Ninja sponsored by Adidas and Kai Cenat sponsored by Nike (told you that he would appear again). More recently, New Balance has signed its very first game ambassador: SV2 (Eman), a YouTube creator and Tiktok who does not only do football videos, but also EA Sports FC content.

As a haute couture brand which prides itself on being at the forefront of cultural movements, Gucci constantly creates experimental experiences with their influencers that other brands have not had the mind (or the budget) to try. There are far too many to count, but we wanted to describe some here to show the extent of Gucci’s vision:

• Gucci Gaming Academy:: The Gaming Academy focuses on the empowerment of young Esport players with tools to maintain their mental health in the middle of the new attention they live online. These avant-garde initiatives prove Gucci’s awareness to the modern problems to which the younger generations are linked.

• 100 thieves collaborate:: Gucci has teamed up with Fortnite And Valuation Streamer Valkyrae for a photo session, including its Esports 100 thieves organization. As part of the collaboration, Gucci went so far as to create a custom backpack in limited edition outside the backpack.

• Gucci Garden on Roblox:: Although it was not strictly an influence marketing campaign, we could not prevent ourselves from mentioning that Gucci was one of the first and the biggest supporters of the brand UGC. These Roblox experiences give the brands to life and use an audience even younger than live broadcast platforms.

The result of these current campaigns was amazing: Gucci is the most widespread luxury clothing brand among consumers of the Z generation 11% by Yougov (only Dior is close to 10%, with all the other luxury brands that drag behind).

---

_

It is good to see brands diving deep into the space of influence, going beyond the biggest names to find opportunities that target the public of niche and which feel authentically motivated. However, brands could still go further by associating with industry experts to create truly creative influence marketing campaigns. For example, the popularity of RP servers on live streaming opens up the opportunity to sponsors said servers, attenuating costs for streamers and linking their brand to very seen content. The execution of these campaigns tactfully requires the intimate knowledge of space and the desire to be daring.

To find out more about expert influence marketing advice in 2025, see Stream’s Hatchet’s influencer marketing book: