GAP Creates First Instagram Direct Message Promo

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By Patrick Coffee

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Today we wondered whether Instagram‘s new “direct messaging” feature would be a valuable promo tool for brands, and we’re all about to find out. Here, via GAP, is what looks a whole lot like the first related contest.

Seems the first 15 followers to comment on the What I Wore Today post won a denim GAP tablet case. The number comes from the service itself, which allows users to send “private” images to as many as 15 others at once.

GAP denies creating the campaign explicitly to win press attention, but come on.

We expect related contests to quickly grow much more elaborate.

(H/T Fashionista)