A Fan Found IShowSpeed in NYC and Walked Away With $250K
Imagine hopping on a livestream on a Wednesday afternoon and leaving with a quarter-million dollars. That's basically what happened in New York City on Oct. 28.
How the hunt worked
IShowSpeed hid somewhere in NYC for a livestreamed "Find Me" challenge, with $250,000 going to the first eligible fan who reached him, Complex reported. The hunt was scheduled to run from 1 to 4 p.m. ET, with his coordinates revealed piece by piece during the stream.
Fans could also track down five people in Dr. Squatch costumes stationed around the city, each carrying extra coordinate numbers to help narrow the search, per Complex. According to WIN.gg, Speed said he would give out one digit of his location every 10 minutes, and he dropped hints along the way like "My location is a secret where there is a typo" and "People kayak here."
The winner
It didn't take anywhere close to three hours. WIN.gg reports that a nursing student named Ben reached Speed in a little over an hour. When another fan walked in right behind him, Speed had his team bring that person over to confirm who got there first, and the second fan confirmed it was Ben.
Ben said he used to kayak around the area, which is how he figured out where Speed was, according to WIN.gg. Yahoo, citing HypeFresh, reports he had around $2,000 in his bank account before the win. His last name and school haven't been made public.
Part of a bigger campaign
The NYC hunt was the grand finale of a nine-week, $1 million campaign from Dr. Squatch and Speed that launched in August and ran 25 challenges across the U.S., Canada, the U.K. and Australia, Complex reported.
Our take
As creators, this is the part we can't stop thinking about: Speed turned a brand deal into an event. The audience wasn't just watching an ad, they were the show. You don't need a $250K budget to borrow that idea. Give your community a reason to show up, participate and tell the story for you.
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