Sidemen Partner with Google Gemini for 'Back to School' Campaign

The Sidemen have partnered with Google Gemini to support the AI assistant's 'Back to School' campaign, integrating the tool into five original YouTube videos across their popular series 'Sidemen Sunday' and 'MoreSidemen.'

The campaign was produced by Sidemen Entertainment in partnership with Arcade, a management and media company built around the UK creator collective. The first installment arrived on September 20 with a 'Sidemen Sunday' survival special, where the group spent 24 hours in a remote UK forest completing challenges to earn tokens for supplies at a 'Forest Tuck Shop.'

The partnership follows Google's early September announcement of a multi-year deal with MrBeast that extends his relationship with the company beyond YouTube into Gemini and Google Health. Between the two deals, Google has now placed Gemini inside content from two major YouTube creator properties within the same month.