Are they disguised somehow so the viewer doesn't know they're watching a form of advertising?
Streamers must indicate if they have broadcast a sponsored program. That's in the Twitch terms of use. Usually they put it in the 'About' (and stream description) section, too, so during the sponsored period, people can find it there, even if they actually make a regular stream. (Also possible to extend it to their other social medias. For example Twitter.)
What kind of streams are these? Who watches paid programming/advertisements on Twitch?
They stream mostly in the 'Just chatting' category, but gamings, too, sometimes they do streams together. This agency (MythicTalent) has a bunch of other streamers, too, mostly gamers. I suppose, they sent these, because in their opinion, too, these guys' followers are the best match to blogging platform, Hive. (many bored people, people with a lot of free time hanging out on their streams)
Generelly, they (HiveTeam) should find the categories and streamers that best fit Hive. It's obviously the same. Primarily watched by the streamer's followers, who would be watching anyway. For example: in my opinion for the blog side the streamers in the 'just chatting' section are the best match, but also gamers who travel a lot, and they stream about they trips could be a match for travel communities, also programmer streamers, or even chess, as stayoutoftherz doing that chess community on Hive, too. But an esport player followers could be a match for 3speak, games, too.
It's the job of a marketing project manager to find the best match and cost effective ones. I just see that a web3 project doesn't do any real, working online marketing, but spends a significant amount of money on other marketing without results. Besides, I don't know of a cheaper online advertising option that reaches the masses.
Sponsored streams that I have watched in recent years: Crypto poker rooms (ACR, Coinpoker) - they sponsored streamers of all categories, from esports, through chess players, travel and chat streamers as well. (Streamer got money and he had to play in the poker room for given time + Freerolls were organized for streamers' followers, which the streamer also played live on the sponsor's platform, and giveaways were held during breaks.)
New crypto projects, I have participated in them - mostly NFT games (with free to play). They usually did the live stream together with a representative of the project. It was introduced, tried, played and during that they did giveaways among the viewers of the stream or organized private tournament for them - up to game type.
The rest that I saw were more related to product sales and the streamer talked about it for 1-2 minutes at intervals per stream.
I watch on Twitch poker and crypto stuff, so can't say much about other categories, how they do similar ones. A project manager with relevant experience must know that part, too, which way is the best one. I suppose, my core description is not so off.
Anyway, there are other sponsorship options too, like sponsoring esports events, players wearing logos, appear Hive banner, link, description in streamers 'about' section etc. what are also nearer to target audiance than actual ongoing Hive marketings. (I have no idea how much that would cost, it was just mentioned by 1 of these streamer management agencies.)
Huge advantage for Hive: it can be tried for free, no cost at all.
Hive in general is difficult to market. In my mind it doesn't make sense to market Hive at all. Decentralized. We have people going in all directions at once. Several businesses in a sense all offering unique opportunities to create outside interest.
Even the content creator is a business. Interesting content shared outside is a form of marketing Hive, without even mentioning Hive. Thousands of unique opportunities to lure eyes this way. People could be signing up to support things they like. It's the only platform around where people are paid to be entertained and paid to be supportive. Everywhere else and traditionally, that behavior always comes at a cost but here, one still owns their HP and could have their money back if they choose to leave. That concept could be marketed by thousands of individuals all while providing the consumer with endless options.
I've been pointing that out for over half of a decade... lol
Then we have communities. LEO for instance. Splinterlands. Whatever else. When they market themselves, they're indirectly marketing Hive. Hundreds of businesses independently marketing themselves to their markets, is more powerful that marketing just Hive.
As for the rally car. I don't mind that. I was hoping it could lead to things like the advertising being included in the popular racing games as well. Plenty of exposure there. I admit I haven't been following the progress. Not sure how well they do but in the event something amazing happens, by chance of course, the entire community would feel the impact. Strange thing about that is: they don't have to win. Something like a crazy crash or a wicked jump could go viral. Millions of views and highlight reels for decades. I just hope they don't test that theory intentionally lol.
I'm not saying that to convince you it's a good idea though.
I'm not convinced the Twitch thing is a good idea. And if the goal you have in mind is to attract more content creators, thinking that brings value, I hate to break it to you but that actually only ends up costing this place money. What's actually missing is the audience. We built a stadium. We pay the baseball players. We refuse to sell tickets to the game. And it's so weird because this is the only place you get paid to watch the game. You'd think people would be interested in that, since they do it all the time anyway, and quite often pay. Look at all the money they make on those streams. Billions would enter this ecosystem if people knew they no longer have to waste their money on content creators, yet could still support them the exact same way.
That's easy to market.
Have a good one.