Why Dr. Squatch is betting $1M on an IShowSpeed-style “speedrun” moment

If you spend any time around Gen Z internet culture, you already know why a campaign like this works: people do not just want to watch a creator, they want to be part of the creator’s world. The “I was there” factor matters, whether it’s showing up in person, chasing a clue drop, or posting your own version of a challenge for bragging rights.

That’s the logic behind Dr. Squatch’s new nine-week contest with streamer IShowSpeed, designed less like a traditional ad campaign and more like a participatory game across the US, Canada, the UK, and Australia. The company outlined the format on its Speedrun: Million Dollar Mission page, with $1 million in total prizes and multiple ways to join in.

Table of contents

Jump to each section:

• How “Speedrun” turns fandom energy into real-world participation
• The three-part mechanic: briefcases, content missions, and loot boxes
• Why the retail layer matters: Walmart as a game hub
• What this means for marketers

How “Speedrun” turns fandom energy into real-world participation

The cultural tell here is that the campaign borrows the language of gaming and the behaviour of creator fandoms. “Speedrun” is both a nod to IShowSpeed and to speedrunning culture, where the point is not just winning, but sharing the attempt, comparing runs, and learning the “meta” from other players.

Dr. Squatch is leaning into that same loop: make the experience watchable, copyable, and participatory. The brand’s Chief Brand Officer, John Ludeke, framed it as a bottom-up push, aiming to get people participating and even “outside of their house” doing something different, rather than simply consuming a polished brand message.

A key part of the design is that attention is meant to compound over time. Prize values increase as the contest progresses, with a briefcase challenge reportedly reaching $250,000 as a finale, pushing the “this is getting serious” escalation that keeps communities checking back in.

The three-part mechanic: briefcases, content missions, and loot boxes

At a practical level, “Speedrun: Million Dollar Mission” is built around three recurring ways to win, each matching a different kind of fan behaviour.

First, there are weekly “Mission Briefcase Hunts.” A briefcase containing a gold bar of Dr. Squatch soap is hidden in a city, and the brand shares a livestream plus GPS coordinates that become clearer throughout the week, turning the search into an unfolding clue drop.

Second, there are “Content Missions” inspired by IShowSpeed’s content, like challenging a stranger to a footrace. People can post entries to TikTok, Instagram, or YouTube for a chance to win prizes. This part matters because it rewards the behaviour creators already taught their audiences: turning everyday moments into shareable clips with a simple prompt.

Third, there’s a loot box and scratcher angle. Dr. Squatch is offering scratch-off tickets available for free via a microsite or through purchase of IShowSpeed Loot Box Bundles on TikTok Shop, with 25 scratchers revealing $10,000 prizes. It’s a mix of “no purchase necessary” accessibility and commerce-driven participation, both tied back to a game-like reward mechanism.

The campaign also has an official video asset that sits naturally inside the experience.

Why the retail layer matters: Walmart as a game hub

Dr. Squatch is not treating retail as a separate channel here. More than 4,000 Walmart stores in the US and Canada (plus other select partners) are positioned as hubs for the contest, using in-store displays and QR codes to connect shoppers into the game.

That matters because it solves a common participation problem: people need a clear “entry point” that feels obvious in their day-to-day life. A QR code in a store makes the campaign feel less like a niche internet stunt and more like something anyone can join, even if they are not deep in IShowSpeed fandom.

There’s also a hint of smart cross-pollination: Ludeke suggested some challenges could tie into Walmart visits. That turns a retail trip into a storyline beat, not just a conversion moment.

What this means for marketers

Dr. Squatch’s play is a reminder that creator partnerships do not have to end at “use the creator’s face in an ad.” When the format is the product, the creator’s community feels like it is getting a new way to participate, not just being targeted.

1. Prize money can substitute for media, but only if the format is shareable
   Dr. Squatch is putting $1 million into prizes instead of focusing purely on impression math. That only works when the experience naturally generates content people want to post and watch.
2. Design for “spectators + participants,” not just buyers
   The briefcase hunts create a watchable storyline, while content missions create an easy “I can do that too” entry point. Both behaviours feed attention back into the same loop.
3. Use retail as a community checkpoint, not a shelf space fight
   Walmart becomes part of the game map. QR codes and displays are doing what a lot of brand ads try to do: create a clear next step when interest is high.
4. Bottom-up creator ecosystems are a different budget line than ads
   Dr. Squatch said it expects hundreds of creators and influencers to participate and show how challenges can be done. That is less about one hero creator and more about seeding a repeatable format for many creators to interpret.
5. Escalation keeps attention alive over weeks
   Increasing prize value over time is a built-in pacing mechanism. It gives the community a reason to keep checking in and a reason for the campaign to feel bigger as it goes.

The broader signal is that brands are reacting to a saturated feed environment by building reasons to leave the feed, then come back with something to post. Post-pandemic, Ludeke pointed to IRL experiences being valued more, and this format tries to turn that into a repeatable marketing engine.

For marketing teams, the hard part is not copying the stunts. It’s learning how to build campaigns that feel like a community event with multiple roles: hunter, watcher, challenger, creator, and shopper. When those roles connect, “ads” stop being the center of gravity and the audience starts doing the distribution work because they actually want to.