The 'MyLife MyStory' campaign, which was devised by Maxus and Yahoo, aims to convey the "high tech, human touch" qualities of the vehicle, as well as attracting new potential buyers.
As part of the campaign, which runs until 4 May, consumers are being invited to upload a photo to Flickr, Yahoo's photo sharing site, which captures the best moment of their life, along with a short explanation.
Tinchy Stryder and Paul Stuart, the celebrity portrait photographer, will choose the best photo and the winner will receive a photography weekend in New York.
Stryder will also upload his own 'MyLife' photo and tweet about the campaign.
Claudio Annicchiarico, head of digital for Fiat Group Automobiles UK and Ireland, said: "We've created a campaign that not only captures the brand positioning but, importantly, involves our audience by asking them to interact with the brand and explore it for themselves."
Earlier this year (4 February), because it emits less than 100 grams per km of CO2.
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