Dr. Squatch could have simply paid IShowSpeed to hold a bar of pine-scented soap on stream, bark at the camera, and call it a day.
Instead, the men’s natural personal care brand teamed up with internet provocateurs Applied MSCHF to turn their new partnership into a chaotic, full-scale alternate reality game.
The IShowSpeed x Dr Squatch collab centers on a nine-week international stunt titled SPEEDRUN: Million Dollar Mission. Running from August 31 through October 31, 2026, the activation puts a total of $1 million in prize money up for grabs across the United States, Canada, the United Kingdom, and Australia.
Here is everything you need to know about how this real-world hunt works, where the briefcases are hidden, and how you can enter without spending a dime.
What Is the Dr. Squatch Million Dollar Mission?
Rather than running a traditional promotional campaign, Dr. Squatch is treating its partnership with the 21-year-old streaming sensation as a live competitive game. The premise is simple: fans complete physical challenges, crack clues on social media, and hunt down physical briefcases hidden in major metropolitan areas.
The campaign rollout includes 25 distinct challenges spread over nine weeks, supported by in-store displays across more than 4,000 Walmart locations and select global retail partners. In-store displays feature scannable QR codes that push shoppers straight to the live competition hub at SpeedrunMDM.com.
According to John Ludeke, Chief Brand Officer at Dr. Squatch, the brand wanted to meet Gen Z on their own terms by making the campaign interactive rather than passive. The execution was handled alongside Applied MSCHF, the creative group famous for viral stunts, alongside director Kyle Beiermeister and Echobend Productions.
How to Win Your Share of the $1 Million Prize Pool
Dr. Squatch and Speed have split the prize money across three distinct avenues, capped off by a massive grand finale.
1. Real-World Briefcase Hunts (Up to $50,000 per Drop)
Every week, physical briefcases containing a custom gold bar of Dr. Squatch soap are stashed in public locations across select cities in the US, Canada, the UK, and Australia.
- Each briefcase is redeemable for cash prizes reaching up to $50,000.
- Location clues drop periodically across social feeds and on the official mission site.
- The first person to decipher the riddle, track down the briefcase, and secure it claims the bounty.
2. Weekly Social Content Missions
For fans who do not live near a major metro drop zone, the campaign offers weekly video challenges inspired by Speed’s unhinged streaming antics.
Prompts range from harmless public absurdity, such as challenging a complete stranger to a sidewalk sprint, to barking at an in-store Dr. Squatch retail display. To enter:
- Film your attempt at the current weekly challenge.
- Post it to TikTok, Instagram, or YouTube.
- Follow and tag
@drsquatchwhile using the hashtag#MillionDollarMission.
3. TikTok Shop Loot Box Bundles ($10,000 Scratchers)
Dr. Squatch also launched specially marked IShowSpeed Loot Box Bundles on TikTok Shop.
Tucked inside these limited bundles are twenty-five winning scratcher cards, each worth an instant $10,000.
The $250,000 Grand Finale
The entire activation wraps during the final week of October 2026 with a standalone grand finale hunt worth $250,000.
Details regarding the final drop remain heavily guarded. Dr. Squatch plans to reveal the rules and operational boundaries for the finale as the earlier weekly challenges conclude.
Speed himself claimed he will be actively hunting the drops during his own streams: “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.”
Is the IShowSpeed Dr. Squatch Collab Actually Worth the Hype?
Most influencer brand deals feel like lazy cash grabs: stick a logo on a cardboard cutout, run a short pre-roll clip, and call it community building.
Bringing Applied MSCHF into the mix changes the calculation. MSCHF understands internet subcultures better than almost any traditional ad agency alive. By combining physical scavenger hunts with the chaotic energy of Speed’s fan base, Dr. Squatch is basically creating a cross between The Amazing Race and a Twitch chat raid.
If you plan to hunt for the briefcases, keep your phone charged, monitor the live leaderboard at SpeedrunMDM.com, and remember that no purchase is necessary to take a crack at the scratchers.
