Footwear manufacturer Reebok is poking fun at the traditional selfie pose, while also playing into consumers? love for the trend and instilling its core brand values with a social media sweepstakes.

The brand launched call-to-action posts on Twitter, Instagram and Facebook, encouraging users to share photos of themselves in a natural state, without excessive filters, makeup and photo editing. Users can submit these photos for a chance to win tickets to a championship obstacle race, furthering the company's athletic image and relationship with fans. 

"A selfie challenge is nothing new," said Anne Tuisl, director of account management at Maconraine, Chicago. "Reebok's Break Your Selfie campaign is different because it pokes fun at the traditional duck-face, head-tilt selfie by challenging people to be human.

"It also supports the ever popular health and fitness trends and provides an opportunity for the average person to feel strong and empowered," she said.

Selfies have been one of the most significant trends throughout social media in the past few years, and with smartphone technology growing to allow for more photo-editing features, these pictures are becoming less natural. Reebok is attempting to break this trend with its campaign, and is giving it some motivation to gain speed by offering a prize. 

Social media users must take a picture of themselves in their most unrefined pose with scars, blemishes, sweat and everything that individuals usually attempt to hide, and share it on Instagram or Twitter with the hashtag #breakyourselfie. Participants may enter these snapshots on its microsite, which is also mobile-optimized, for a chance to win the prize. 

The winning entry will be given tickets to attend the championship Spartan Race, an obstacle course-style competition sponsored by Reebok. 

The contest allows Reebok to maintain momentum for its Be More Human campaign, and continue to appear as a genuine brand with values focused on a healthy, unprocessed lifestyle. More importantly, while it may attempt to eradicate the typically unnatural selfie, it is still leveraging its popularity to appeal to consumers. 

Younger demographics are more likely to reshare selfies and engage with content regarding the social trend. This, as well as the prize, allows Reebok to grab the attention of more individuals. 

Photo entries are also showcased on the mobile-optimized campaign site, which features a gallery of chosen photos. 

A Reebok executive at eTail East 2015 talked up interactive experiences as the right path for engaging consumers via mobile and digital, with the brand currently implementing a variety of experiences along these lines (see more). 

The brand also took Instagram users on a virtual run through San Francisco as they hunted for a brand icon hidden within various images for a chance to win a pair of the new ZPump Fusion sneakers (see more).

"As with any selfie challenge, not every submission will comply with the rules of the engagement," Ms. Tuisl said. "In Reebok's case there are plenty of non-fitness related selfies being posted, which really does not matter because at the end of the day the goal is engagement, shares, likes and favorites. By these measures, the campaign looks to be working."