• by Sarah Mahoney  @mahoney_sarah, March 23, 2011

The jean marketer has already generated plenty of buzz with its Levi's Water<Less jeans, a denim collection made by using less water during the finishing process, introduced early this year. And to celebrate this week's World Water Day, it's partnered with Water.org to create a Facebook game, asking users to unlock water from the Levi's WaterTank, to support Water.org's projects worldwide. Players win gallons of H20 by pledging to wash jeans less, take shorter showers and adopt better laundry habits.

Levi's says it will donate $250,000 to Water.org through this initiative, which will provide at least 200 million liters of water to communities in need.