The Jeep brand is stepping into the world of reality television with its first-ever web series competition called petition, “Jeep Wrangler Celebrity Customs.”

Hosted by ex-NBA star and current sports analyst  Jalen Rose, the six-episode series will pair celebrities Alex Rodriguez, Maria Menounos, Chris Stang and others with professional customizers. The goal is to modify 2018 Jeep Wranglers so that they so that they reflect the personalities and styles of each contestant.

The show forms the centerpiece of Jeep’s new marketing campaign, which encompasses digital, social and experiential elements. It also leverages a tradition among Jeep Wrangler owners, who often customize their vehicles to suit their personalities and adventures.

Audiences will be able to track each contestant’s progress through their individual social media channels in addition to Jeep’s channels on Instagram, Twitter and Facebook.

“Celebrity Customs” premiered on September 6 and additional episodes will air over the month. The show’s finale will take place on September 27 at a special event in Los Angeles where the winner will be announced. Not only will the grand prize winner walk away with the Wrangler Golden Grille Award, but they’ll get to keep the custom car they created.

But the campaign doesn’t end with the finale. After it airs, fans will be able to vote for who receives the Fan Favorite Award on until October 5.

Jeep Wrangler’s new campaign begins as the “Summer of Jeep” sales concludes. Earlier this year, the brand debuted the “Freedom and Adventure” TV spots, which highlights the brand’s history spanning the ’50s, ’60s, ’70s on through today. It features its first vehicles, which was used by soldiers during World War II.

The company also had a trio of ads that ran during Super Bowl LII, starting with Jeff Goldblum racing a tyrannosaurus rex through the forest in a Jurassic World: Fallen Kingdom-themed commercial. Next was “The Road” with peaceful, meditative messages for Jeep Cherokee. The ads concluded with “The Anti-Manifesto,” which calls out brand manifestos that stretch the truth by having a Jeep Wrangler drive through a small lake and up a small waterfall. For added authenticity, the commercial points out that both the lake and the waterfall are man-made.