If you caught a Salesforce commercial during the Super Bowl and thought it felt more like a challenge than an ad, that was the point. YouTube star MrBeast is dangling a huge prize for anyone who can crack a hidden code tied to the spot. The creator, whose real name is Jimmy Donaldson, is known for turning big ideas into even bigger giveaways. This time, he is asking viewers to become puzzle hunters instead of passive watchers.
The challenge is built around a Salesforce ad in which MrBeast tells viewers to solve a chain of riddles. The goal is to uncover a secret code that is intentionally tucked into the campaign. In a twist that fits the tech sponsor, participants are allowed to use Salesforce’s artificial intelligence tools while working through the clues. The first person to send MrBeast the correct hidden code through Slack is promised the $1 million reward.
There are limits, and they are not small details. The contest is only open to legal residents of the United States, Canada, and Mexico. It also comes with a firm closing date of April 2, giving people a set window to dig through the puzzle trail. That combination of restricted eligibility and a ticking clock is likely to increase urgency for anyone chasing the payday. You can watch video here.
The partnership itself has an origin story that sounds like classic influencer era deal making. The report describes how Donaldson publicly said late last year that he had an idea for a Super Bowl ad and was looking for a brand willing to let him do it. Salesforce CEO Marc Benioff then entered the conversation, and the collaboration appears to have come together quickly from there. In other words, it was not just a brand buying airtime, it was a brand buying into a ready made spectacle.
The money angle is also part of the narrative, because MrBeast often talks about how his operation actually works. The report notes that he has said people do not believe him when he explains how much money he has. He has also argued that his bank account can dip into the negative because he funnels so much income right back into producing new videos and stunts. It is a reminder that net worth, business valuation, and cash on hand can be very different things when production budgets are massive.
The Super Bowl setting adds extra fuel because the event is already famous for turning commercials into their own kind of entertainment. The report says the ad aired during a Super Bowl broadcast that included a Seattle Seahawks win over the New England Patriots by a score of 29 to 13 at Levi’s Stadium in Santa Clara. It also says the halftime show featured Bad Bunny, along with multiple guests, and even a wedding that took place on the field. Whether people tuned in for football, the concert, or the commercials, the campaign clearly wanted to grab attention from everyone at once.
After the contest details, it is worth stepping back to see why a brand would want a puzzle in the first place. Marketing puzzles work because they reward obsession, teamwork, and repeat viewing, which are all things advertisers love. They also generate free buzz as people compare notes, post theories, and try to be the first to solve the trail. A single hidden code can turn one commercial into thousands of hours of collective sleuthing across social media.
For readers who want a bit of broader context, MrBeast is one of the most recognizable YouTubers in the world, and his style is built on escalating stakes. His videos often revolve around endurance challenges, competitions, and philanthropic gestures that look like entertainment but require serious logistics. That scale is usually powered by reinvestment, sponsorships, and a production approach closer to a studio than a hobby channel. When he attaches a prize to a brand campaign, it effectively merges influencer culture with the classic Super Bowl tradition of advertising as headline news.
The Super Bowl itself has long been a showcase for big budget commercials, and brands routinely treat the night like a cultural holiday. Ads often become mini movies with celebrities, original music, or interactive hooks meant to keep people talking long after the game ends. In recent years, the interactive layer has grown, with QR codes, scavenger hunts, and digital tie ins designed to pull viewers from the TV screen onto their phones. Tools like Slack also make sense in this ecosystem because they give a direct and trackable channel for submissions and communication.
Salesforce is best known for customer relationship management software used by businesses, and it has invested heavily in AI features that help analyze data and automate workflows. Folding AI into the puzzle rules doubles as a product message because it invites people to see the technology as useful, not just abstract. Even if most viewers never touch enterprise software, the campaign frames AI as something you can use to solve a real task under pressure. That is a simple story line that is easy to share and easy to remember.
Would you take a shot at decoding the Salesforce and MrBeast puzzle for a chance at $1 million, and what strategy would you use to try to win it fastest?
