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Michael Kors’ latest effort to reach their loyal customers via social media includes a location-based campaign utilizing the hashtag #JetSetSelma on Instagram. If you’re not familiar with Michael Kors, Selma is a popular collection of their high-end handbags. On Instagram, fans are being encouraged to take photos of their Selma bag in front of a beautiful landscape or cityscape. The brand’s goal is to generate a collection of user-submitted photos featuring Selma bags in locations all over the world. Not only is the high-end fashion brand collecting these images digitally—the brand also printed select photos that were on display at an exclusive gallery event in Toyko. To encourage further user engagement with the program, fans that submit photos are entered into a weekly sweepstakes to win a Selma handbag.  Not only is this campaign an excellent example of how to engage your audience in social media, the nature of the photo submissions reinforce the brands voice as a jet set lifestyle brand. Learn more about Michael Kors digital efforts.