Dr. Squatch, the personal care brand owned by Unilever, has announced “Speedrun: Million Dollar Mission,” a nine-week contest with streamer iShowSpeed that will distribute $1 million in prize money through 25 challenges across the U.S., Canada, the UK and Australia.

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

The campaign runs until October 31 and uses more than 4,000 Walmart stores and other retail partners as gameplay hubs, with in-store displays and QR codes linking shoppers to a live leaderboard and weekly challenges at SpeedrunMDM.com.

Prize money is distributed through three mechanisms. Briefcases containing a bar of Dr. Squatch soap, each redeemable for up to $50,000, will be hidden weekly in select cities, with location clues revealed as each week progresses. Weekly content missions inspired by iShowSpeed, such as challenging a stranger to a footrace, ask fans to post attempts on TikTok, Instagram or YouTube while tagging the brand. And 25 scratch-off tickets worth $10,000 each are available through marked iShowSpeed Loot Box Bundles on TikTok Shop or for free at the campaign’s microsite. The mission closes with a $250,000 grand finale hunt.

“We could have launched a traditional ad campaign with Speed. Instead, we decided to hide a million dollars and ask fans around the world to see if they could find it,” said John Ludeke, Dr. Squatch’s Chief Brand Officer, in the announcement.

iShowSpeed, whom the release calls the world’s most influential creator in 2025, said: “I’ve done a lot of crazy things, but Dr. Squatch putting a million dollars out there for my community to find is on another level. I already know people are going to go all out looking for it, and I’m not sitting this one out either. I want that briefcase.”

Moving Away From Standard Ad Metrics

Speaking to Marketing Dive, Ludeke said the brand and iShowSpeed’s team had been developing the partnership since April 2025 and chose a participatory format over a conventional endorsement deal. “It’s pretty easy to calculate how many impressions we could generate, what that ROI was going to be, but from the beginning, the goal for this campaign was not to focus purely on standard metrics and to buy as much ad content as we could,” he told the outlet.

Ludeke added that while Dr. Squatch produced a basic set of launch ads, most of its marketing spend will go toward supporting “hundreds of different creators and influencers” participating alongside fans to build what he called a “content flywheel,” rather than pushing a campaign top-down.

The mission was developed with Applied MSCHF, the agency arm of the production company behind stunts including the “big red boots,” alongside director Kyle Beiermeister and Echobend Productions. Per Marketing Dive, it extends a Dr. Squatch approach that has favored experiential and shock-driven marketing, including past campaigns with Sydney Sweeney and Megan Fox, over traditional advertising.

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