Retweets are today’s ballot. We’ve seen change happen to a chicken nugget fan and for feeding dogs in need. And now, San Jose Mayor Sam Liccardo is using the social media platform to promote his city through a challenge of reaching one million retweets to get a tattoo of the city’s new logo.

My staff dared me to follow Jake’s example, so I told them I’d do it for 1M retweets. Don’t worry @kohl_garcia – they tell me it’s impossible! https://t.co/4paN0sSgrs

— Sam Liccardo (@sliccardo) August 14, 2018

The tweet was inspired by Jake McCluskey, who got a tattoo of the new logo on his calf to celebrate having run every street in San Jose.

Surprised to see a new logo? That’s what the reaction is supposed to be. There was no big event to commemorate the change, as it was soundlessly dispersed among San Jose businesses and sports teams, according to San Jose Mercury News. The typography represents the image of San Jose as told by city residents to Native Digital, the design firm behind the logo change.

“There’s a relationship that people have with their city. It’s a collective pride — “We Are San Jose” —  but what is it that we are? We’re trying to answer that question,” Deputy City Manager Kim Walesh told Mercury News.

He’s only made it to 1.4k retweets so far.

You better figure out where you are putting this tattoo Mayor Liccardo because I see 1M rt’s in the near future. I hope your wife doesn’t blame me 🤣 https://t.co/rjRcdRE3Gr

— Jake McCluskey (@Run_With_Jake) August 16, 2018