MrBeast and Salesforce kicked off a $1 million puzzle hunt during Super Bowl 60 on February 8, 2026, turning a 30-second commercial into the starting point of a multi-week interactive challenge.
The ad, titled “The Vault,” ended with a QR code directing viewers to a Salesforce-hosted site where the hunt began.
The commercial featured rapid visual clues embedded throughout the scene, signaling that nothing shown was accidental.
According to campaign materials and ARGNet reporting, participants were instructed to follow nonlinear puzzles across videos, websites, social platforms, and real-world locations. New clues continue to appear over time, rather than being released all at once.
The campaign originated after Salesforce CEO Marc Benioff responded to a December 2025 tweet from MrBeast offering to create a Super Bowl commercial.
The entire campaign was produced in 27 days, with Salesforce positioning its AI-powered Slackbot as the coordination tool behind the effort.
The puzzle hunt remains active, with additional clues scheduled to roll out through April 2, 2026.
Why This Matters Today
Super Bowl advertising typically peaks within minutes of airtime. This campaign was designed to do the opposite: extend attention for weeks.
By making the ad only the entry point, Salesforce and MrBeast shifted the value of the media buy from reach to sustained participation.
The structure encourages collaboration, explicitly telling participants to work together across Slack groups, Discord servers, subreddits, and shared documents.
That approach turns community problem-solving into the engine that keeps the campaign alive, rather than relying on repeated paid impressions.
For brands, the campaign demonstrates how interactive mechanics can transform advertising into an ongoing experience.
The $1 million prize functions less as a giveaway and more as a narrative anchor that keeps audiences engaged as new clues surface.
The continued rollout through April reinforces that this is not a one-day stunt. Each new appearance, video, or piece of Salesforce-linked content may advance the hunt, rewarding sustained attention over time.
As interactive advertising becomes more common, this campaign may serve as a reference point for how large brands blend entertainment, technology, and long-form engagement.
Our Key Takeaways:
MrBeast and Salesforce launched a puzzle hunt designed to unfold over several weeks, not hours. The Super Bowl ad served only as the entry point, with clues still being released.
Collaboration and persistence are core mechanics of the challenge. The hunt remains active until April 2, 2026.
- MrBeast and Salesforce launched a $1 million puzzle hunt during Super Bowl 60.
- The challenge uses distributed, nonlinear clues across media and real-world touchpoints.
- New clues are still being released, with the hunt running through April 2, 2026.
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