Salesforce made its Super Bowl ad a live Slackbot stress test

A conventional enterprise Super Bowl spot would have struggled to make workflow software feel tangible. Salesforce instead partnered with MrBeast on The Million Dollar Puzzle, hiding clues in a 30-second ad and surrounding content.

Players registered on the campaign site, collected clues across videos, social posts and physical objects, and used a custom Slackbot to organize theories without receiving direct answers. The product was not just shown; it was the interface of the game.

D&AD says 276,000 players solved more than 100 puzzles, exchanged 2.7 million Slackbot messages, generated 419 million making-of documentary views and produced 1 billion impressions. The Well Played Awards also records roughly 60 million site visits by Super Bowl Sunday evening.

The elegant move was to turn scale and coordination, normally invisible B2B claims, into the public challenge itself.

Make the proof the event

The campaign made users interact with Slackbot instead of merely watching a demo.

The million-dollar prize gave people a reason to stress-test the system voluntarily.

A puzzle hunt matched MrBeast's audience behavior while demonstrating enterprise coordination.

The performance numbers became evidence of the product promise.

For invisible enterprise software, a public high-load experience can be more persuasive than a metaphor about reliability.

D&AD awarded the work a 2026 Wood Pencil in Digital Marketing and Creator Content. The campaign closed after the prize was claimed, leaving behind public case records of its player volume, Slackbot messages and total impressions.