• by Karl Greenberg , February 9, 2015

Jeep is rolling out a campaign for the 2015 Renegade subcompact crossover, that involves a partnership with NBCUniversal and the iHeartRadio Music Awards around what the FCA brand is calling “scaled social.” The company, which ran a kickoff commercial during the Super Bowl about the global ambitions for the brand, will have what might be called “native social media activation” on Bravo, E!, NBC Entertainment and Syfy. 

Running through March 2, the campaign involves the network running call-to-action spots that are specific, creatively, to the NBCU channels running them. The ads ask consumers to share photos to #RenegadeLifeContest on Instagram or Twitter in real-time about how they embody the Renegade life for the chance that their photos will be included in future commercial spots. 

Jeeps says it will choose three participants in the social campaign as winners. They get to fly to Los Angeles to attend the iHeartRadio Music Awards, and will be part of a custom, NBCUniversal-produced Jeep Renegade spot that will air during the awards broadcast on March 29. But they also get the new 2015 Jeep Renegade.

Kim Adams House, head of Jeep advertising, said in a statement that the campaign is meant to reach Millennials whose media use is fragmented among television, music and social media channels. “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,” she said. 

The sponsorship integration with the iHeartRadio Music Awards includes in-broadcast content around a first-ever “Renegade” award. Nominees for the category are Brantley Gilbert, Charli XCX, Hozier, Iggy Azalea and Meghan Trainor.

The native-marketing program on Bravo, E!, NBC and Syfy includes channel-specific social activations and “Renegade Life” digital hubs featuring “real-time aggregators of viewers’ social media submissions using the #RenegadeLifeContest hashtag,” per the automaker.