The first campaign on Instagram Direct

Instagram Direct was launched yesterday.  It allows people to send direct messages within Instagram.  It's potentially very spammy - you can send messages to anyone, not just people that you follow (Harry Styles must be getting hundreds of thousands of pictures today, for example).

Within hours Gap used it for a promotional campaign, essentially using it as a mechanism for people to enter a competition.

They posted this picture:



With the caption:

"Join our #WIWT @Instagram Direct challenge: first 15 people to comment below will get a message from us to participate!"

They then sent these first 15 commenters this message:

So presumably now some lucky Gap followers have won a nice tablet case.  Full details over at Fasionista