The Speed Gang is being mobilized.

Dr. Squatch and IShowSpeed just launched SPEEDRUN: Million Dollar Mission, a global marketing campaign running throughout September and October with a $1 million prize pool.

The campaign encourages fan participation, enticing Speed’s audience to complete 25 challenges across the world using their local Walmarts as “gameplay hubs.”

Dr. Squatch’s Chief Brand Officer describes Speed’s fanbase as one that already “reacts, participates and competes.”

And for Speed, a crazy challenge like this is nothing new. If he can’t make a brand deal entertaining or something his audience would expect from him, he simply won’t do it.

The conventional advertising tactic plays on the influence celebrities have over their fans.

For instance, “Speed’s using this deodorant, so you, as his watcher, should use it too.”

This partnership, however, is completely different, as rather than relying on Speed, Dr. Squatch is banking on his chaotic fanbase to shake things up.

The culture Speed built through his streams has become the backbone behind one of the biggest creator campaigns in the world.

And now it’s up to the Speed Gang to ensure it translates to grocery stores.

Most creators’ selling points are their reach, likeability, and fame.

In that case, for companies like Dr. Squatch, why endorse a creator when you can endorse an actor, singer, or athlete?

The more valuable quality creators can develop that mainstream celebrities often can’t is a genuine culture that mobilizes.

Speed knows his audience will show up in the millions for him, and Dr. Squatch is strategically using that behavior.

Are you building a following, or are you cultivating a culture?