The company promised to donate $1 to Best Friends Animal Society for every photo tagged #DogsInCars (up to $50,000).
The Instagram campaign comes on the heels of its latest TV spot, and the charity it supports is known for transporting dogs from overpopulated city shelters to local adoption centers, where they may be more likely to find a home.
“This campaign celebrates the fact that dogs share our passion for cars,” Lucas Donat, chief marketing officer at TrueCar, said in a statement . “We wanted to align the joy of car ownership with the joy of car buying, and no one gets more joy from a car ride than mankind’s best friend.”
To ensure that not just any old dog-in-car photo on Instagram prompts a $1 donation, the photos must include the hashtags #dogsincars and #donate, and mention @TrueCar.