Salesforce Chief Brand and Creative Officer John Zissimos said the company’s Super Bowl campaign with MrBeast, “The Million Dollar Puzzle,” marks a shift toward influencer-led marketing and interactive experiences. In a Salesforce Newsroom interview, he explained how Slack and Slackbot were used to coordinate a 500-person global production and to guide contestants through a digital treasure hunt for a $1 million prize without revealing answers, with prompts adjustable in real time based on where players get stuck. Participants can enter at https://mrbeast.salesforce.com/.

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