Levi’s Interactive Treasure Hunt
Levi’s, a brand enriched with history from the California’s Gold Rush, is sponsoring a game centered on the fictional nephew of Levi Strauss according to Media Decoder. The treasure hunt is a part of the “Go Forth” campaign and launched this week by Wieden & Kennedy in Portland, Oregon.
The game is structured like a scavenger hunt where the $100,000 prize is “buried somewhere in America.” The clues are dictated by Grayson Ozias IV who creates online and real-world references, puzzles, tall tales, and even a quote from Walt Whitman. Details of the game can be found on Levi’s Go Forth site.
I’ve collaborated on live sponsorships and promotions by Levi’s. The concept is there, but I’m interested to see how this game unfolds in real life.