Volvo Cars of North America is tapping into the aspirational nature of Pinterest by asking users to describe their ideal road trip in a new campaign it hopes will ultimately present the brand in a new light to a different audience.

This marks Volvo’s first foray into Pinterest and marks the launch of the car manufacturer’s official Pinterest channel.

In the new promotion, Pinterest users who create a pinboard named “Volvo Joyride” through September 26 and pin the Volvo model S60 T5 AWD along with their favorite road trip destination, stops, attractions, outfits, songs, and other items that make up their ideal trip will be entered to win one four-day lease of the aforementioned car. Winners receive additional road trip perks, including a two-night hotel stay and gift cards for gas, food/beverage, clothing, and music.

Three winners will be selected with the most re-pins, likes, and comments.

According to Linda Gangeri, manager of marketing platforms and technologies, Volvo Joyride has over 600 participants to date.

And, so far, Volvo’s new Pinterest page has five boards, 77 pins, and about 775 followers.

Gangeri says Volvo had a soft launch on Pinterest in August.

MORE: Volvo Starts Its Engine on Pinterest Campaign | ClickZ.