Yes, but it is more directed and I assume much less expensive than advertising on national TVs around the world.
For example advertising in US can cost hundreds of thousands of dollars to over 1 million for a 30 sec slot. Giving out 20 PS4 bundles cost around $10K+. With each influencer having 1 million to 8 million subs that's a huge exposure, plus they're targeted demographics, meaning people more likely to buy the product so it's a win/win situation.
For example advertising in US can cost hundreds of thousands of dollars to over 1 million for a 30 sec slot. Giving out 20 PS4 bundles cost around $10K+. With each influencer having 1 million to 8 million subs that's a huge exposure, plus they're targeted demographics, meaning people more likely to buy the product so it's a win/win situation.