Levi's Go Forth Treasure Hunt began in October and since then has attracted thousands and thousands of participants trying to locate the fortune of adventurer Grayson Ozias IV. Although the character may be fiction the treasure itself is very real at $100,000.
So far the clues leading to the treasure have sparked a search that has spanned the country and led back in time as well as some unusual places. In New Orleans participants sang "When the Saints Come Marching In" on the street. In New York participants had to find the man in the hat and tell him "I am searching for leaves of grass." Other clues have led players to jails and rural areas that were off the beaten track many of which are documented by players on whereisthemaninthehat.tumblr.com.
Sunday, November 15th the game moved into Phase two with a Knowledge Challenge. Participants were asked questions about Grayson Ozias IV with the first 100 players to successfully complete the challenge being named the official finalist and receiving a pair of Levi's jeans and a chance to be the first to crack Ozias' most difficult cipher in Phase three.