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"Photographers for national news outlets won't be the only ones jockeying to capture unique images from the U.S. Open tennis tournament on Thursday. An elite crew made up of three of Instagram's most popular users will be there too, with better vantage points than any fan and intimate access to rival that of any traditional media shutterfly.\nThe three Instagrammers \u2014 @bridif, @takinyerphoto and @newyorkcity, who have a combined following that tops 600,000 \u2014 will be at the tournament as part of a tennis-themed Evian marketing play with a clever social media twist. Their shots don't have to be branded or reflect some corporate stance, but the idea is that they'll make Evian look good and connect with a socially savvy audience.  \nThe photographers are being paid a day rate to capture life at the U.S. Open with whimsical shots to be shared via the @evianwater account with the hashtag #EvianDay. Evian has sponsored the U.S. Open for 27 years, and each of the event's title sponsor get one day to activate campaigns on-site, which explains the hashtag. \nDave Brown, director of digital for MKG, the ad agency that devised the campaign, says the one-day push will also reflect well upon the USTA and the event as a whole, as well as help Evian and the photographers build their already substantial online followings. \n\"It's a win-win for everybody involved,\" he told Mashable on Wednesday. \"We see this kind of thing definitely becoming a trend.\"\nIt's actually not the first time MKG has helped a client run a promotion like this. In April, a crew of six Instagram photographers, including the three who will be shooting on Thursday, documented a New York Rangers NHL playoff game as guests of Madison Square Garden and Delta Air Lines. Puma also ran a similar promotion on its own in February, taking a group of Instagrammers on a junket to Dubai to shoot during a leg of the Volvo Ocean Race. \nBefore the Rangers activation in April, Brian DiFeo \u2014 who will be at the Open on Thursday and goes by the Instagram handle @bridif \u2014 said companies such as Evian, Delta and Puma are smart to recognize Instagram's current hipness. \n\u201CA lot of this comes down to brands recognizing they can work with social media influencers that have large audiences in an organic way,\u201D he said. \u201CForward-thinking brands that like to do fun, cool stuff and aren\u2019t as concerned with clicks to a website are really onto something.\u201D\nImage courtesy @newyorkcity"^^<http://www.w3.org/2001/XMLSchema#string>
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