Salesforce X MrBeast Present: The Million Dollar Puzzle

Objective

Salesforce aimed to demonstrate how Slack and its AI-powered Slackbot could serve as an operating system for complex, real-time coordination. By partnering with MrBeast and activating a Super Bowl ad, the brand sought to generate massive consumer engagement, drive website traffic, and showcase the platform's capabilities in managing large-scale interactive campaigns.

Solution

A 30-second Super Bowl commercial featuring MrBeast directed viewers via QR code to an 8-week nationwide puzzle hunt with a $1 million grand prize. Participants solved over 100 nonlinear puzzles distributed across social media, digital platforms, and real-world locations. A custom AI-powered Slackbot facilitated participation by organizing clues and guiding solvers without providing direct answers, turning Slack into the central hub for the campaign experience.

Results

276,000 players participated in the digital scavenger hunt, generating 2.7 million messages via Slackbot. The campaign achieved 1 billion total impressions.