Dr. Squatch is betting $1M that Gen Z wants experiences over ads.

Dr. Squatch is betting $1M that Gen Z wants experiences over ads. The brand’s new “Speedrun: Million Dollar Mission,” built with Gen Z-fave streamer IShowSpeed, spans 25 challenges over nine weeks across the U.S., CA, U.K., and Australia. It includes weekly scavenger hunts for hidden gold-bar-filled briefcases and social challenges inspired by Speed’s content, like racing a stranger. Rather than making traditional ads, the brand is funneling its budget into hundreds of creators to drive participation, with 4K+ Walmart stores serving as IRL activation hubs. (Marketing Dive)

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