Photography product manufacturer Canon is changing the way the classic game Tag is played by bringing it into the social media space, tapping celebrities to get the game going to promote its latest camera. 

A new version of Tag is being played on Instagram with a focus on photography, promoted by celebrities in which users tag each other in photo challenges. Actress Jamie Chung is kicking off the #TagYoureIt campaign, promoting it to her massive social media following along with other popular photographers who will be challenger each other to take a specific type of picture within 24 hours. 

"I'm honored to kick off the #TagYoureIt campaign as it really resonates with how I challenge myself every day to see the world differently," said Jamie Chung, actress and Canon brad ambassador. "I love to have fun with my looks and no matter what bag I'm wearing, the Canon EOS M5 is a great camera to pack when shooting for my channel since it's lightweight and compact but still powerful." 

Canon is hoping to show off the nimbleness of its new EOS M5 Digital Camera with the new challenge. Ms. Chung will be the first to participate in the game, after Canon tagged her in a post on Instagram prompting her to photograph an outfit that costs less than $5. 

The brand?s post read, ?The nimble new #EOSM5 lets you be more impulsive than ever. To put it to the test, we?re putting your favorite Instagrammers to the test in the #TagYoureIt Challenge. First up is fashionista @jamiejchung ? you have 24 hours to snap an outfit costing no more than?$5.? Ms. Chung then shared a post herself advertising the challenge and announcing she will be completing it. 


Canon's #TagYoureIt challenge on Instagram

In her challenge completion post, Ms. Chung tags one of the other participants to complete a similar task. Each user tags another to continue on the game. 

Another 12 influencers and photographers will be participating in the challenge, each tagging each other in their posts and passing on the game. Other participants include Natalie Amrossi, Morgan Phillips, Lucy Laucht, Rodrigo Trevino, Cole Younger, Matt Crump, Tiffany Mitchell, New Fork City, Sarah Phillips, Madeline Lu, New Darlings and Emily Ann Gemma. 


Ms. Chung's response to the Canon challenge

Each participant will also share a challenge to their Instagram followers, all of which have sizable following numbers, giving the campaign more reach. 

Old Navy similarly diversified its social media content by enabling fashion fans to view an interactive map of Instagram posts depicting influencers? street styles from all 50 states and glean more inspiration for their own wardrobes.

The mass-market retailer?s 50 Styles, 50 States campaign, done in collaboration with Collectively, tapped 50 social media creators to display their regional-inspired styles on their Instagram accounts. The influencers? outfits, all of which feature Old Navy apparel and accessories, are available on Instagram as well as on a People microsite (see more). 

Anheuser-Busch?s Lime-A-Rita brand and GE were two of the marketers already leveraging Instagram?s pinch-and-zoom feature, bringing an added degree of interactivity into otherwise static social media posts.

The photo-sharing application announced that the hotly anticipated pinch-and-zoom feature has made its way onto the iOS platform. A slew of brands, including GE, Ruby Tuesday, Kohl?s, Noosa Yoghurt and Lime-A-Rita, have already implemented the new feature into several social media posts, enabling Instagram users to receive close-up glimpses of products and locate hidden surprises, suggesting that this technology could become well-suited to showcasing sneak peeks of new items (see more). 

"The EOS M5 Digital Camera is the perfect creative tool for the spontaneous nature of these photo challenges," said Yuichi Ishizuka, president and chief operating officer at Canon U.S.A., Inc. "We hope that the photographic journey started by these influencers through #TagYoureIt lives on through their fans and followers who we hope are inspired by these photo challenges."