Similar to CP+B's Come Clean [1] site for Method from last year, Levi's is asking folks to visit the Truth Booth [2]. Guys and gals with the most compelling truths will win a pair of special edition Levi's. Leave your own truth or check out those from other people.
Links:
[1] http://www.comeclean.com
[2] http://www.ap.levi.com/staytrue/booth.html
[3] http://www.ap.levi.com/staytrue/booth.html
[4] http://technorati.com/tag/viral or youtube