(September 18, 2013) AUBURN HILLS, Mich. — The Fiat brand has partnered with one of Instagram's first and most active creator communities, #JJ, to commission its founder and top photographers to embark on a photo-documented open road adventure in the new Fiat 500L.

The road trip began yesterday (Sept. 17) at the Fiat Studio in Chicago and will make stops in Detroit, Pittsburgh, Washington, D.C., and finally New York City on Saturday, Sept. 21. During the 5-day road trip, the #JJ team will issue five photo challenges as part of the "Open Road Challenge" contest and will host local meet-ups (InstaMeets) at designated destinations along the route.

Participants who submit photos to the challenges will have a chance to win a 2014 Fiat 500L.

"Our consumers love to express themselves, which is often the reason why they choose a Fiat brand vehicle," said Jason Stoicevich, Head of Fiat Brand North America, Chrysler Group LLC. "We want to encourage self-expression, and this is why we developed the 'Open Road Challenge' in partnership with the #JJ community to reward the artistic curiosity and creativity of their followers."

Now through Sept. 21, the #JJ team will announce a daily photo challenge via the @joshjohnson Instagram account. To participate, entrants must upload a photo that reflects the daily theme to Instagram. At the conclusion of the road trip, the #JJ team will select up to three images from each of the daily challenges, for a total of 15 images, to feature for public voting on the Fiat USA Facebook page.

From Thursday, Sept. 26, to Thursday, Oct. 10, these top photos will be available for public voting on the Open Road Challenge tab on the official Fiat USA Facebook page. A combination of public votes and judges' scores will determine the grand prize winner of the Open Road Challenge contest and he or she will take home a 2014 Fiat 500L. Additionally, fans who vote in the contest will have the opportunity to win one of four $500 gift cards.

With five InstaMeets scheduled throughout the road trip, and a special after-glow party, the Fiat brand is bringing to the more than 400,000 loyal followers of the #JJ community the unique opportunity to meet and participate in photo walks alongside the #JJ team. The Chicago InstaMeet took place yesterday evening at Navy Pier. The remaining InstaMeets will take place at the following times and locations:

    5:30 p.m., Wednesday, Sept. 18 – Detroit, Grand Circus Park
    5:30 p.m., Thursday, Sept. 19 – Pittsburgh, Station Square
    5:30 p.m., Friday, Sept. 20 – Washington D.C., Thomas Jefferson Memorial
    12 Noon, Saturday, Sept. 21 – New York, Brooklyn Bridge

Then, on Saturday, at 5 p.m., there will be an official grand opening party for Fiat Studio of Manhattan. There is limited availability. RSVP on the Fiat Open Road Challenge tab for your chance to attend.

For more information on the InstaMeets and after-party, to RSVP to the photowalks, to learn more about how to participate in the daily challenges or to vote for your favorite images, visit www.facebook.com/fiatusa.