Dive Brief:

• Neiman Marcus is launching an Instagram contest inviting Instagram followers to illustrate how to wear highlighted Neiman Marcus Spring 2015 trends. 
• The two-week contest begins Wednesday and will award the five followers who submit the best pictures $500 Neiman Marcus gift cards.
• This is the Dallas-based department store chain’s first foray into user-generated marketing content. 

Dive Insight:

Neiman Marcus is dipping its toe into user-generated content (UCG) with an Instagram contest that asks followers to show off their best representations of the store’s highlighted spring trends, which include “New Bohemian,” fringe, the bucket bag, and “Mix, Don’t Match.” Followers will upload their images of the spring styles tagged #NMmyway for the chance to win one of five $500 Neiman Marcus gift cards and have their photos featured at neimanmarcus.com.

This is the first time that the Dallas-based luxury department store chain has tapped into user-generated content for a promotion. Instagram contests are emerging as a way to get involved with consumers directly (and inexpensively) in order to build lasting relationships and brand loyalty.