IShowSpeed and Dr. Squatch launch $1 million prize competition

Streamer IShowSpeed, whose real name is Darren Watkins Jr., has partnered with the Unilever-owned grooming brand Dr. Squatch to launch ‘SPEEDRUN: Million Dollar Mission’. The nine-week competition, running from August 31 through October 31, offers $1 million in total prizes.

The contest features 25 challenges designed to engage Gen Z through participatory experiences rather than traditional advertising. Participants can engage in online tasks, social media challenges, and TikTok Shop activities. Real-world elements include hunting for hidden briefcases containing gold bars of soap using GPS coordinates provided via livestreams, as well as finding QR codes at more than 4,000 Walmart locations and other retailers across the United States, Canada, the United Kingdom, and Australia.

Dr. Squatch Chief Brand Officer John Ludeke stated the goal was to create a unique activation that gets the community ‘activated’ and encourages participants to engage in activities outside of their homes.