{"id":92355,"date":"2026-02-20T09:00:00","date_gmt":"2026-02-20T17:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=92355"},"modified":"2026-02-19T14:12:18","modified_gmt":"2026-02-19T22:12:18","slug":"slackbot-powers-superbowl-commercial","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/slackbot-powers-superbowl-commercial\/","title":{"rendered":"The Million-Dollar Puzzle: How Slackbot and MrBeast are Rewriting the Super Bowl Playbook\u00a0"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-shadow-box is-style-takeaways\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-471ecb11ca02c2e7ea813f9dd3857484\" id=\"h-key-takeaways\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Salesforce and MrBeast teamed up for The Million Dollar Puzzle.<\/li>\n\n\n\n<li>Slackbot sits at the center of the action.<\/li>\n\n\n\n<li>The campaign is a shift in how Salesforce approaches marketing.<\/li>\n\n\n\n<li>Enter the contest at <a href=\"https:\/\/mrbeast.salesforce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/mrbeast.salesforce.com\/<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<p>Typically, brands can spend <a href=\"https:\/\/www.forbes.com\/sites\/alexanderpuutio\/2025\/02\/09\/the-anatomy-of-a-super-bowl-ad-and-the-first-billion-dollar-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">months or a year<\/a> creating a 30-second Super Bowl spot. This year, MrBeast and Salesforce made one in just 27 days.&nbsp;<\/p>\n\n\n\n<p>The resulting campaign is part high-octane TV commercial, part digital treasure hunt, part real-world product demonstration.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">First person to solve the puzzle in my new SuperBowl ad wins $1,000,000! Good luck \ud83d\ude42 <a href=\"https:\/\/t.co\/cITeypNHHJ\">https:\/\/t.co\/cITeypNHHJ<\/a><\/p>&mdash; MrBeast (@MrBeast) <a href=\"https:\/\/twitter.com\/MrBeast\/status\/2020689211528253479?ref_src=twsrc%5Etfw\">February 9, 2026<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>At the center sits <a href=\"https:\/\/slack.com\/features\/slackbot?d=cta-body-promo-8\" type=\"link\" id=\"https:\/\/slack.com\/features\/slackbot?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Slackbot<\/a>, Salesforce\u2019s <a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2026\/01\/13\/slackbot-announcement\/\" target=\"_blank\" rel=\"noreferrer noopener\">personal agent for work<\/a> \u2014 and gateway to a $1 million prize for the eventual winner. Contestants use Slackbot to help them decipher clues embedded in the commercial and behind-the-scenes films. The first person to solve it wins the cash.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">The puzzle just got smarter. A custom version of Slackbot is here to help you crack it. \ud83e\udde9  <a href=\"https:\/\/t.co\/v1kGbUdSW1\">https:\/\/t.co\/v1kGbUdSW1<\/a> <a href=\"https:\/\/t.co\/ilp2efyWGP\">pic.twitter.com\/ilp2efyWGP<\/a><\/p>&mdash; Slack (@SlackHQ) <a href=\"https:\/\/twitter.com\/SlackHQ\/status\/2022079877273571422?ref_src=twsrc%5Etfw\">February 12, 2026<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>The treasure hunt, now in its 12th day, has hundreds of thousands of investigators trying to crack the case.<br><br>The Salesforce Newsroom sat down with John Zissimos, Chief Brand and Creative Officer, to discuss how his team handled the &#8220;creative chaos&#8221; of working with Beast Industries, how Slack powers a global production of over 500 crew members, and why the future of marketing is influencers.<\/p>\n\n\n\n<aside class=\"contextual-driver has-text-align-left contextual-driver--watercliff\">\n\t<header class=\"tidbit-header\">\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tHow MrBeast Made an ad for the Big Game\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p><\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/mrbeast.salesforce.com\/\" target=\"_blank\">\n\t\t\t\t<span>LEARN MORE<\/span>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\">\n\t<path d=\"M13.92 5.38a1 1 0 000-.76.9.9 0 00-.17-.26.25.25 0 000-.07l-4-4a1 1 0 00-1.46 1.42L10.59 4H1.07a1 1 0 000 2h9.52l-2.3 2.29a1 1 0 000 1.42 1 1 0 001.42 0l4-4a.25.25 0 000-.07.9.9 0 00.21-.26z\" \/>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-watercliff\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-watercliff-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-watercliff-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-watercliff-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-watercliff-large@1x.png\"\n\t\talt=\"Illustration of watercliff\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Salesforce Newsroom: <\/strong>What&#8217;s the connection between MrBeast and Slack?<\/p>\n\n\n\n<p><strong>John Zissimos:<\/strong> MrBeast is known for running incredibly fast-paced, high-stakes operations. They put out an incredible, unbelievable show every two weeks. And the way that they work is that Jimmy could have an idea at any moment from anywhere in the world, and he just pops it into Slack. That team just takes off. They use it like crazy. It&#8217;s like their oxygen.<\/p>\n\n\n\n<p>To make this particular ad and to create the behind-the-scenes films, we worked together with them in a Slack channel 24\/7. Everything that we did, everything that we had to approve, everything we saw, the entire working order between the MrBeast team and our team all happened in Slack.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Salesforce Big Game Ad: @MrBeast&#039;s Vault\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Lp9OEfkWfLI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><strong>Salesforce Newsroom: <\/strong>Tell me more about this contest.&nbsp;<\/p>\n\n\n\n<p><strong>John Zissimos:<\/strong> It\u2019s what MrBeast does best. He&#8217;s got a million dollars in a vault, and to win it, you have to solve a puzzle. And the clues to the puzzle happened as he walked through the ad. There was a QR code and now people are using Slackbot to decipher the clues, which are everywhere. Some of them are in the Super Bowl commercial, some of them in the behind-the-scenes film, some of them are in social posts. You have to follow and solve the clues to unlock the final answer, and the first person that solves it will get a module to send a direct Slack post to MrBeast himself. And that person is going to win a million dollars.<br><br><strong>Salesforce Newsroom: <\/strong>So Slackbot is like a personal assistant to help solve the puzzle?<br><br><strong>John Zissimos:<\/strong> It\u2019s not going to give you the answers to the clues directly, but it&#8217;s going to help you organize your thoughts and point you in the right direction of where to look.<\/p>\n\n\n\n<p>This puzzle is super hard. There&#8217;s only five people on the planet that know what the clues are. Who knows how long it&#8217;s going to take to solve the puzzle? But Slackbot will move the game along by guiding the players.<strong><em><br><\/em><\/strong><strong><em><br><\/em><\/strong>We also have a &#8220;mission control center&#8221; where we can monitor how many people are in the contest, where they are getting stuck, and how the AI is performing. If a clue is too hard, we can adjust the prompt to feed in extra help in real time.<\/p>\n\n\n\n<p><strong>Salesforce Newsroom: <\/strong>There\u2019s always that fear with AI \u2014 how do you make sure Slackbot doesn\u2019t accidentally leak the answer?<\/p>\n\n\n\n<p><strong>John Zissimos:<\/strong> It\u2019s highly constrained and programmed to be a guide, not a cheat sheet. It won\u2019t solve the puzzle for you.<\/p>\n\n\n\n<p>The contest could go on for weeks \u2014 maybe even months \u2014 we don&#8217;t know.&nbsp;<\/p>\n\n\n\n<p><strong>Salesforce Newsroom: <\/strong>This campaign feels like a shift in how Salesforce approaches marketing. Why take this &#8220;big swing&#8221;?<\/p>\n\n\n\n<p><strong>John Zissimos: <\/strong>Traditional media is not what it used to be. The future is really about working with influencers, enabling them to get a hold of your message, trusting them, giving them the creative ability to think with you and take your work to a place where you might not have full control, but they&#8217;re gonna introduce it to an audience and with a megaphone that you can never do on your own.&nbsp;<\/p>\n\n\n\n<p>All the behind-the-scenes films are just phenomenal Salesforce user case study films. They\u2019re wildly different from anything we&#8217;ve put out before, because it&#8217;s a look behind the scenes at how MrBeast does what he does. That&#8217;s going to be fascinating for everybody, too. And I can\u2019t wait to see what happens.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-dive-deeper\">Dive deeper:<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enter the contest at <a href=\"https:\/\/mrbeast.salesforce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/mrbeast.salesforce.com\/<\/a><\/li>\n\n\n\n<li>Meet <a href=\"https:\/\/slack.com\/features\/slackbot?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Slackbot<\/a>, your new agentic work OS BFF<\/li>\n\n\n\n<li>Let\u2019s talk: How <a href=\"https:\/\/www.salesforce.com\/news\/stories\/conversation-design-enables-agentic-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">conversation design<\/a> enables the Agentic Enterprise<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways Typically, brands can spend months or a year creating a 30-second Super Bowl spot. This year, MrBeast and Salesforce made one in just 27 days.&nbsp; The resulting campaign is part high-octane TV commercial, part digital treasure hunt, part real-world product demonstration. At the center sits Slackbot, Salesforce\u2019s personal agent for work \u2014 and [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":92370,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[1],"tags":[],"sf_content_type":[21232],"sf_theme":[21184],"sf_topic":[20528,21187,1744],"sf_product":[2410],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1798],"sf_collection":[],"sf_visibility":[],"coauthors":[],"class_list":["post-92355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","sf_content_type-snapshots-other","sf_theme-agentic-ai","sf_topic-agents","sf_topic-ai","sf_topic-customer-success","sf_product-slack","sf_location-global"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Slackbot Helped Power a Super Bowl Commercial in Record Time - Salesforce<\/title>\n<meta name=\"description\" content=\"Key Takeaways Salesforce and MrBeast teamed up for The Million Dollar Puzzle. 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