Chevy contest offers $100K and three months free use of 2024 Trax

General Motors is launching a contest to find the best dreamer to promote its upcoming entry-level subcompact SUV.

Chevrolet will launch on Friday the “Lead Dream Chaser” contest. The idea is to help someone break out of their daily grind to pursue a lifelong dream or passion project. The winner will get $100,000 and three months with the all-new 2024 Chevrolet Trax “to make their dream possible,” Kellie Van Maele, Chevy spokesperson, said in an email to the Free Press.

There’s one catch: Chevy asks the winner to document on social media their experience chasing their dream and how the Trax is helping them do it.

“The past few years have caused many to reconsider what they want out of life and what they’re passionate about, and we want to make a dream a reality for someone,” Van Maele said. “In return, we ask that they share their journey on social media.”

The Trax, which will start at $21,495, arrives at dealerships in the spring. The SUV will be built in South Korea and is being billed as a gateway vehicle for the entire brand because it is the low end of Chevy’s small SUV offerings, which is the “fastest growing crossover segment” in the last five years, according to GM in October.

Chevrolet wants the “Lead Dream Chaser” winner to post weekly over the three-month period, Van Maele said. At the end of the three months, she said, Chevrolet hopes the winner “will have significantly jump-started their passion project – allowing all to follow along – and we’ll continue to cheer them on in their journey.”

Chevrolet will start taking applicants for “Lead Dream Chaser” at noon on Friday. Chevrolet chose Friday because it commissioned a Harris Poll in November which found that Friday afternoons are the most popular time of the workweek for daydreaming.  The survey was conducted online among 2,064 adults, age 18 and older, Chevrolet said.

To help select a winner, Chevrolet is partnered with Everette Taylor, an entrepreneur and CEO of Kickstarter, a crowdfunding platform to launch creative projects. He has experience with chasing dreams. He was once homeless and near dropping out of high school, according to Forbes. But he has since founded social media marketing software company PopSocial, which reported more than $2 million in revenue in its first year, according to Forbes. Its clients include Anheuser-Busch and Microsoft. He has also served as CMO of rental-car delivery startup Skurt and founded marketing agency MilliSense, with clients such as Microsoft, NASA and Miller Lite, Forbes said.

Van Maele said Taylor’s personal experience and rise to success inspires him to help others achieve dreams.

Applicants can visit ChevyDreamChaser.com to submit a short video introducing themselves, their dream and plans to pursue a passion project, as well as how they will document their journey on social media. Also, they will need to explain how they plan to leverage the Trax and funds to pursue a passion project or help their community, Chevrolet said in a media statement.