Guess the code to access a million dollars. That is the riddle that the technology company Salesforce has posed in its ad for the Super Bowl, and that it has launched together with the popular YouTuber Mr. Beast. With this, instead of focusing the audience’s attention on a single spot, the brand has turned the occasion into a long-term challenge designed to live in the online ecosystem and promote the Slack messaging application.

The campaign began at the end of December, when the content creator published a message on X explaining that he had an idea for a Super Bowl ad for a year and requesting the support of a brand to make it a reality. Marc Benioff, Co-Founder and CEO of Salesforce, responded by offering Mr.Beast the chance to make the company’s announcement by 2026. “What’s the craziest thing you can think of for the world’s biggest stage? I know we could do something great together!“, said.

The result of the collaboration is a huge challenge in which users are invited to find a code hidden in different audiovisual pieces with the aim of winning one million dollars. The mechanics have been explained in the spot that Salesforce has broadcast during the broadcast of the game, held on Sunday, February 8 in California and which resulted in the victory of the Seattle Seahawks.

In the video, Mr.Beast explains that the first to decipher the correct code and send it to him via Slack will win the prize. To do this, he suggests using Slackbot, the artificial intelligence agent natively integrated into Slack. “Mr.Beast’s ‘Million Dollar Puzzle’ is not just a game of luck. It’s a test of how you use the right tools. While everyone else guesses, pros use @Slackhq to organize the chaos”, they explain from Salesforce, highlighting their tools.

On a website created especially for the initiative, he explains that the keys to finding the code are hidden in practically any interaction between the YouTuber and Salesforce. “We started on hard mode on purpose. No guides, clues or next steps. There are clues everywhere: videos, websites and the real world. Whenever you see MrBeast with Salesforce, assume there’s something there. Follow anything that seems… weird to you. That’s the goal“.

Thus, in addition to the Super Bowl spot, it encourages you to look closely at three other videos, which have been shared on both the Salesforce and Mr.Beast channels. In one of them, Mr.Beast holds a series of signs that read “Help me help you win a million dollars in the big game,” while people, objects and animals, with supposed keys to decipher the code, follow one another behind him.

Another of them, with a cinematographic production style, shows Mr. Beast going to the bank with the intention of withdrawing the promised million dollars.

Keys could also be found in the fourth video, which was published more than a week ago, and which, as a documentary, exposes how the YouTuber’s team uses Salesforce tools to organize and manage itself and make Mr.Beast’s ideas a reality.

“Your mission is to find the rest of the way and crack the code. If you can’t figure it out today, don’t panic. Tomorrow we will give another clue“says Salesforce on the initiative’s website. “SIf it’s still too difficult for everyone, then we will really help you. The first person to get the correct code in Slack Jimmy wins the prize. May the smartest player win”.

The strategy seems to have been successful, since the website currently includes a notice warning that an error has occurred in the system for sending emails to users due to the overwhelming response to the contest. Salesforce assures that it is working to resolve the situation and points out that it has no implications for the operation of the challenge, so no one will be affected in their participation.

Along with the videos that include clues to find the code, the campaign includes a series of pieces in which the Mr. Beast team explains the advantages of having Slack to work with. Professionals assure that the platform provides an excellent communication channel to carry out the blockbusters that characterize Mr.Beast’s content, which has a community of nearly 400 million followers.

Salesforce’s strategy seeks to convert the 30 seconds of visibility in the Super Bowl into a lever to transfer attention to its own ecosystem and work on audience participation. And by associating with Mr.Beast, he is applying to a new generation of professionals and is linked to the attributes that surround the YouTuber, such as daring, innovation and entertainment.

Although Salesforce runs the risk of a significant portion of the audience remembering Mr. Beast and the challenge more than the brand itself, the campaign reflects how advertisers have embraced the logic of the internet in recent years with the intention of generating conversation after the game is broadcast, seeking to maintain engagement beyond the Super Bowl as a television event.