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SPEEDRUN: Million Dollar Mission

PR Campaign
Monday 31st August, 2026

Dr. Squatch teamed up with IShowSpeed for a nine-week global scavenger hunt offering $1 million in prizes. Fans can follow clues, find hidden soap-filled briefcases, complete social video challenges and enter scratch-card promotions, turning retail and creator content into a real-world competition.

Why it worked: It manufactured real stakes ($1M) plus IRL hunts at 4,000 Walmarts, converting a creator’s audience into newsworthy, measurable foot traffic.

The lesson: Consider tying a creator-led challenge to a guaranteed offline action (store, venue, hotline) with trackable rewards and a countdown clock.

Dr. Squatch IShowSpeed
11 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
marketingdive.com Why Dr. Squatch is investing in experiences — not ads — with IShowSpeed | Marketing Dive Monday 31st August, 2026
prnewswire.com Smell Like a Million Bucks: Dr. Squatch and IShowSpeed Are Giving Away a Total of $1 Million - and All You Have to Do Is Find It Monday 31st August, 2026
forbes.com IShowSpeed And Dr. Squatch Launch A $1 Million Competition For Fans Monday 31st August, 2026
campaignlive.com Dr. Squatch and IShowSpeed launch $1M global briefcase hunt | Campaign US Monday 31st August, 2026
indiatimes.com IShowSpeed and Dr. Squatch launch wild $1M giveaway that requires fans to bark, race and hunt for cash - The Times of India Monday 31st August, 2026
complex.com IShowSpeed Is Giving Away $1 Million — Here's How to Get a Piece Monday 31st August, 2026
bleedingcool.com Dr. Squatch & IShowSpeed Team Up For $1M Global Scavenger Hunt Tuesday 1st September, 2026
gamerant.com IShowSpeed Fans Can Win $1 Million, But There's a Catch Tuesday 1st September, 2026
mensjournal.com IShowSpeed Fans Can Chase $1 Million By Barking At Dr. Squatch Displays - Men's Journal Tuesday 1st September, 2026
designrush.com Dr. Squatch Buries $1 Million for IShowSpeed's Fans to Dig Up Tuesday 1st September, 2026
drugstorenews.com Dr. Squatch taps IShowSpeed for Million Dollar Mission | Drug Store News Friday 11th September, 2026
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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