Levi Strauss & Co., San Francisco, last week broke the Levi's Type 1 Jeans Gold Rush game to support the launch of classic-style Type 1 jeans. Levi's "buried" a pair of gold-studded jeans worth $150,000; players visit http://www.mailcubed.com/click.asp?x=3b69.e8b.822153 weekly to answer questions and play games to earn clues about the jeans' location. The answer to the final question airs in Levi's Super Bowl spot; players submit their guess on where the jeans are hidden, and a random-draw of correct answers awards the jeans. Weekly drawings online give away Levi's apparel to five winners.
The Gold Rush theme plays up Levi's heritage as an outfitter for the original Forty-Niners, part of Levi's strategy to re-emphasize its classic apparel rather than chase fashion trends.
