Levi's(R) Brand Buries $100,000 Somewhere in America With the Challenge to Pioneers to 'Go Forth'

/PRNewswire/ -- The Levi's® brand challenges today's pioneers to uncover a $100,000 fortune buried somewhere in America by solving the question "Who was Grayson Ozias IV and where is his fortune?"

Launching October 5, 2009, at levi.com/goforth, this interactive challenge invites participants to solve mysteries as they unfold, keep up with other players or go for the gold themselves with the final cipher. It is a mystery, wrapped in a puzzle and an adventure across our country.

"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?' The story of Grayson Ozias's lost fortune seemed like a mystery just waiting to be solved," says Doug Sweeny, Vice President of Levi's® Brand Marketing.

Grayson Ozias IV Fortune

The narrative behind the challenge follows Grayson Ozias IV, a fictional character based on the Levi's® brand's pioneering and innovative spirit, on his adventures across America until his 1896 disappearance into the wilderness, after hiding his considerable fortune. Grayson Ozias IV was a friend of Levi Strauss's nephew Nathan, so the story goes, who recorded newly discovered details about Grayson's journey that hint at the final hiding place of his fortune. These newly discovered recordings and the story they tell will lead participants on a new adventure of discovery.

The story of Grayson's 1890s adventure exploring America will guide our modern-day event. The game's scavenger hunt leads to many cities and towns across America, each a part of Grayson's journey, encourages players to step out from behind their computers and will lead some lucky player into the real world directly to the buried treasure. Each task triggers the next clue in the challenge.

The ongoing puzzle, an elaborate cryptogram, requires a combination of knowledge, skill and determination. The players will be receiving clues and pieces of the puzzle from launch to finish. The first player to crack the final puzzle and send it to the Levi's® game team will win Grayson Ozias's buried fortune. Players can also win other great prizes throughout the journey.

The Levi's® brand is not only awarding the Grayson Ozias IV challenge winner with $100,000, the participants of the challenge will be given the opportunity to nominate and vote for a U.S.-based non-profit organization to receive an additional $100,000 gift from the blue-jean-inventing icon. Sweeny adds, "This is the legacy of Levi Strauss who himself donated a robust portion of his first earnings to a local orphanage that the company still supports today. This began the company's tradition of sharing its prosperity with the community."

The hidden fortune is the third expedition from Levi's® Go Forth campaign, first launched July 1, 2009. The campaign will be supported heavily in digital social media (Facebook, Twitter), online via rich media and offline (ESPN The Magazine). The first two expeditions--the New Declaration and the New Americans--were an homage to today's America.