Digging for Gold: Levi's Buries $100,000, Sends Would-Be Treasure Seekers on Hunt
Levi Strauss’ latest marketing campaign is complex and cool.
The “Go Forth” campaign is an “interactive challenge” that sends participants on a cross-country hunt for $100,000. Levi’s third such effort—the company launched its first “expedition” in July 2009—hinges on Grayson Ozias IV, a fictional explorer who disappeared into the wilderness in 1896 after hiding his $100,000 treasure. Launched on Oct. 5 at www.levi.com/goforth, the challenge allows players to follow Ozias’ footsteps across the nation, participate in a scavenger hunt and compete with each other. Like some sort of Dan Brown novel meets denim-head brain teaser, the campaign features a series of clues and challenges, and participants can follow the game’s progress on Facebook and Twitter. Prizes will be awarded throughout the duration of the game, and the first player to decipher the final puzzle will win $100,000.
“The question we asked ourselves was: ’How do we bring the spirit of Go Forth to life out there in the world? How do we bring the unique history and rich legacy of the Levi’s brand to life in a fun and compelling way?’” said Doug Sweeny, Levi’s vice president of marketing, in a statement.
Adding a philanthropic twist to the game, Levi’s is inviting players to nominate nonprofit organizations to win a $100,000 donation from the blue-jean maker.
