Mail Call: Go Forth and Buy Some Charcoal Briquets

October 5, 2009 · By Michael Andersen in News, Update 

graysonoziasOver the weekend, I posted an article about Levi’s upcoming treasure hunt, the Go Forth Fortune Experience. The hunt is scheduled to begin at 5PM PST tonight. The treasure hunt raises a $100,000 question: who was Grayson Ozias IV, and where is his fortune? I received a few answers today in my mailbox, although the information I received raised just as many questions.

graysonozias2When I opened my mailbox this evening, I found a brown package from the Levi Strauss and Co. Archives in San Francisco, California bearing a logo with the words “GO FORTH.” Inside, the package included a photograph of Grayson Ozias IV with the address LEVI.COM/GOFORTH printed on the back along with a handkerchief bearing the question “Who Was Grayson Ozias IV and Where Is His Fortune.” In addition to the photo and hadkerchief, I received an empty 10 pound bag of Royal Oak charcoal briquets. I can only presume I’m being asked to fire up the grill for a night of burgers, beer and brats. So who exactly was Grayson Ozias, and what does he have to do with charcoal briquets?

graysonozias1While the answer to the latter question will sadly remain a mystery for now, Levi’s has released some information on the enigmatic man behind the treasure hunt. Grayson Ozias IV, according to the company, was an American adventurer who journeyed across the country before vanishing into the wilderness in 1896. He was also fast friends with Levi Strauss’s nephew Nathan, who recorded the details about Grayson’s exploits that hint at the location of his considerable fortune. The search for Grayson Ozias IV’s treasure will take players through cities and towns across America in order to solve an elaborate cryptogram requiring a combination of knowledge, skill and determination.

In addition to the $100,000 prize for the winner, participants will have the opportunity to win a number of other great prizes along the way. They can also nominate and vote for a U.S.-based non-profit organization to receive an additional $100,000 at the end of the campaign. Frequent readers of ARGNet will recognize one of the names attached to this project, as Jan Libby (Sammeeeees, lonelygirl15) is working with Wieden+Kennedy and Levi’s to bring the Go Fourth Fortune Experience to life.

For more photos of the package, click here to view the Flickr stream.

Comments

4 Responses to “Mail Call: Go Forth and Buy Some Charcoal Briquets”

  1. Wikibruce » It’s never too late IV a rabbithole on October 15th, 2009 10:36 am

    […] time of Levi’s launch of their new “Go Forth” campaign, reports began popping up of nifty packages being delivered from the Levi Strauss and Co. Archives in San […]

  2. It’s never too late IV a rabbithole - 4D Fiction on March 29th, 2010 1:04 am

    […] the time of Levi’s launch of their new “Go Forth” campaign, reports began popping up of nifty packages being delivered from the Levi Strauss and Co. Archives in San Francisco. Days […]

  3. how to eat pistachios and where to buy your jeans | making edible playdough is hegemonic. on July 12th, 2010 10:43 am

    […] it’s all a lie. Over at ARGNet, Michael Anderson explains that one key member of the campaign is Jan Libby, formerly of lonelygirl15. If you know your […]

  4. It’s never too late IV a rabbithole - 4D Fiction on September 3rd, 2010 10:17 am

    […] the time of Levi’s launch of their new “Go Forth” campaign, reports began popping up of nifty packages being delivered from the Levi Strauss and Co. Archives in San Francisco. Days […]

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