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IShowSpeed Teams Up With Dr. Squatch To Give Away A Million Dollars
Courtesy of IShowSpeed
Top streamer IShowSpeed (real name Darren Watkins Jr.) is teaming up with men-focused personal-care brand Dr. Squatch on a scavenger hunt that blends the physical and digital worlds.
Why It Hits: Brand sponsorships and passive ads just don’t cut through the noise these days. People want interactivity, community, and maybe even the opportunity to strike it rich. It’s what has turned MrBeast into the biggest creator out there. Now, IShowSpeed is getting in on the action, building on the recent content that has taken him traveling across the world.
Behind The Competition: SPEEDRUN: Million Dollar Mission wants to be the Amazing Race of social media, per Forbes.
The competition will include 25 challenges across the US, Canada, UK, and Australia through October 31.
Those challenges will take place online via “social media, hidden briefcase hunts, and TikTok Shop loot boxes” and offline at “more than 4,000 Walmart stores and select retail partners [that] will feature in-store displays and QR codes tied to the competition.”
Participants can win cash prizes totaling $1 million, with $250,000 on the line during the final competition.
Hundreds of other creators are also slated to join challenges, host content, or visit participating Walmart stores… so expect a lot of collabs to pop up on social media.
Final Challenge: Dr. Squatch hatched the idea for the competition and then approached Speed to see if he’d want to link arms because his fandom is one that “reacts, participates, and competes,” according to chief brand officer John Ludeke. Speed agreed, saying it “fits how my community already interacts with my streams.” Both parties worked with experimental ad agency Applied MSCHF to mount the complicated scavenger hunt.
And with 184 million followers, Speed has enough of an audience to make the effort more than worth it.
Prediction: Expect SPEEDRUN to be the first of a wave of activations that seamlessly weave the physical and digital worlds into a singular experience.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.