The company has teamed with NBCUniversal to air commercials on Bravo, E!, NBC Entertainment and Syfy. Segments will feature a “call to action” theme, inviting viewers to share their “Renegade spirit” photos on social-media platforms.
Three posts will be chosen from Instagram and Twitter, entitling the winners to a free Renegade and a trip to Los Angeles for the iHeartRadio Music Awards. They will also be filmed and featured in a commercial for the second part of the marketing campaign, initially airing during the music award show.
“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,” said Jeep advertising head Kim Adams House.
The Renegade represents a new entry-level model for the brand, featuring quirky styling in a small package. It will serve as a rival to other entries in the fast-growing segment, including the Kia Soul, Honda HR-V and Chrysler’s own Fiat 500X, among others.
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