Even though the campaign just started, a quick look at Twitter today shows an array of photos of people showing their “Renegade Spirit.” The picture entries include cancer survivors flexing their muscles and having fun at a gun range.
On Instagram, more than 600 photos using the hashtag have been shared.
Going even further, three participants will be selected to fly to Los Angeles to attend the iHeartRadio Music Awards. The first “Renegade” award will be handed out at the event.
Kim Adams House, Fiat Chrysler’s head of Jeep brand advertising, said in a statement:
“We know that our millennial audience looks to multiple engagement platforms for their consumption to include television, music and social media channels, to discover what's new and share this content. Through this partnership, we’re able to offer this group the opportunity to learn more about our vehicle through channels in which they are familiar.”