8 hidden briefcases, 8 special missions, 25 scratch tickets and one last mystery challenge. One million dollars in total. And the influence of content creator IShowSpeed. Those are the ingredients of “Speedrun: Million Dollar Mission,” a massive, international scavenger hunt launched by hygiene product brand Dr. Squatch as part of its new advertising campaign.

Starting from the idea that conventional advertising is no longer enough to connect with generation Z, the brand, known for its sense of humor, innovation and irreverence, has chosen to develop an experience that invites participation. And, in this sense, it has sought to capitalize on one of the most associative audiences: the one that gathers around Speed ​​and its particular content.

Thus, it has launched a game focused on fun, competition, the surprise effect and the possibility of winning real money. It will unfold over the next nine weeks through multiple challenges that consumers in the United States, Canada, United Kingdom and Australia can enjoy, and through the brand and creator’s social networks, a dedicated website and more than 4,000 physical stores of Walmart and other selected retailers.

The action prize, one million dollars, is distributed in three different ways. On the one hand, the search for briefcases, which each week will be hidden in selected cities of the four aforementioned markets and will contain a golden bar of Dr. Squatch soap, each redeemable for a surprise cash prize of between $20,000 and $50,000. The mark will reveal clues to its location as the search unfolds.

On the other hand, special weekly missions inspired by the usual Speed ​​content will be released. Fans will be able to participate by taking on the challenge, completing it and posting a video on TikTok, Instagram or YouTube and following and tagging the brand and using the hashtag #MillionDollarMission.
The first of these missions, already published on Dr. Squatch’s YouTube channel, invites you to dissolve a bar of soap in less time than that used by Speed, that is, two hours. The prize for these missions is also between $20,000 and $50,000.

Finally, the brand will also offer 25 “scratch and win” tickets worth $10,000, which are available through the so-called “loot boxes” or loot boxes, specially marked with the IShowSpeed ​​identity. Fans can get them through the TikTok Shop or by claiming a free scratch card on the campaign website.

All of this will culminate in a grand finale with a prize of $250,000 and of which the brand will release more details in the coming days. In addition, the brand has collected the official rules of the competition and will offer a live classification and information about the weekly challenges and the prizes that are being won on a website

“Speed ​​has created one of the most engaged communities on the internet, so we wanted to create something that its fans could experience together.“said John Ludeke, Brand Director of Dr. Squatch, in a statement. “‘Million Dollar Mission’ is about getting people involved; of playing, creating, accepting challenges and having fun together. And if you’re fast enough, you could walk away with a million dollars“.

The campaign was launched on August 31 and will run until October 31. It has been developed in collaboration with Applied, the creative and cultural projects production company of the Mischief agency; as well as with the support of director Kyle Beiermeister and the production company Echobend Productions.

From Dr. Squatch they assure that ‘Million Dollar Mission’ represents an evolution in their collaboration strategy with ambassadors. In this sense, instead of associating a creator’s image with a campaign, the brand invites people to continue participating in the influencer universe and interact with the brand at multiple points of contact.

The action is reminiscent of the one carried out by Salesforce at the beginning of this year, on the occasion of the Super Bowl. In order to promote the Slack tool, the company partnered with the creator Mr.Beast and invited users to find a code hidden in different audiovisual pieces with the goal of winning one million dollars.