Levi’s is combining its past with its future with the launch of a third expedition linked to its Go Forth campaign that evokes its past as a brand of quintessential American trailblazers.

The clothing brand most widely known for its durable denim jeans enlisted the help of agency Wieden + Kennedy to create a scavenger hunt style game that encourages participants to search for recordings hidden across America, left by a character called Grayson Ozias IV. Finding the recordings will lead players to a buried fortune of $100,000.

The Go Forth campaign has been engaging consumers in many ways through its multiple expeditions. The first being The New Declaration where fans where able to add their own words, images and voices to a new declaration that would redefine the spirit of today’s America.

The second expedition includes a gallery called The New Americans where participants can upload video, images, words or audio to create a portrait of the country. Of the total submissions the top five highest rated entrants were flown to San Francisco for the Gallery Showcase event.

“The question we asked was how do we bring this ‘Go Forth’ idea into the real world and bring the brand’s unique history into the story and the challenge,” said Doug Sweeny, vp of brand marketing at Levi’s. “We’re trying to get people engaged in the idea of go forth and make it very active.”

During the third week of the game players will be able to chose a charity that will receive a $100,000 donation as an added social responsibility element. The online game began yesterday and will run through mid-November. Levi’s also has plans for another three expeditions in the coming months.