Levi's wanted to sell more jeans by giving away trips to Chicago's Lollapalooze. They did this buy putting on a promo that had any Levi Jeans buyer redeem his receipt for points. Once you registered through the site you were allowed to watch a video Levi's produced where there was a band playing a setlist. Once the video was finished you were asked several multiple choice questions pertaining to said video, and with every correct answer you were given X amounts of points. The more you bought, the more chances you had to take the quiz and therefore increase your odds off winning.