Jeans brand Levis has launched an interactive challenge, with Wieden + Kennedy Portland urging consumers to uncover the $100,000 fortune of Grayson Ozias IV, which has been buried somewhere in America.
Grayson Ozias IV was a friend of Levi Strauss’ nephew Nathan and explored America in the 1890s. In 1896 he disappeared into the American wilderness, after hiding his fortune in the hope of spurring others to go forth and seek adventure. Levi’s archivists were able to recover wax recordings Grayson made, detailing his travels and hinting at the final hiding place of his fortune.
Levis has set the challenge for pioneers telling them to go forth by solving the question of who Grayson Ozias was and where his fortune might be, in a bid to bring the history of the denim brand to life.
The challenge takes the form of an elaborate scavenger hunt, which launches today at goforth.levi.com.
Players must solve mysteries and puzzles and compete with each other as they journey across the country. Participants can win other prizes throughout the journey in their quest for the main reward.
The hidden fortune is the third expedition from Levi’s® Go Forth campaign, first launched 1 July 2009.
The campaign will be supported by digital social media, including Facebook and Twitter, online via rich media and offline (ESPN The Magazine).