NBCUniversal and Jeep have launched a multiplatform social media campaign across four NBCU networks to cross-promote NBC’s March 29 telecast of the second annual IHeartRadio Music Awards, which includes a new Jeep-sponsored award, and the availability of the 2015 Jeep Renegade.
Starting yesterday (Feb. 8) through March 29, Bravo, E!, Syfy and NBC are each running network-specific spots soliciting viewers to post photos of their adventurous lives on Twitter and Instagram with the hashtag #RenegadeLifeContest; submissions will be featured on the networks’ websites, with winning photos to be featured in future campaign spots.
Additionally, three participating viewers will be selected to attend the IHeartRadio Music Awards in Los Angeles, where they will also be part of filming a custom, NBCUniversal-produced Jeep Renegade spot that will air during the March 29th broadcast. The three also will receive a 2015 Jeep Renegade.
Bravo has already placed its call to action on its website, directing viewers to tune in during Real Housewives of Atlanta on Sunday nights to see if their photos have been chosen.
The campaign also spotlights a new “Renegade” award, sponsored by Jeep, to recognize artists who “defy convention and let their instincts rule”; the nominees are Brantley Gilbert, Charli XCX, Hozier, Iggy Azalea and Meghan Trainor.
“We know that our Millennial audience looks to multiple engagement platforms … to discover what's new and share this content,” said Kim Adams House, Head of Jeep Brand Advertising, FCA US. “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. NBCUniversal's portfolio of networks allows us to authentically interact with some of its most socially engaged audiences."