A bit late, but why not use the responder chain and add an action to the ImageShowCaseCell button? If you add it like this:
[imageShowCaseCellInstance setTarget:nil action:@selector(methodYouWantCalledOnYourViewController) forControlEvents:UIControlEventTouchUpInside
Until your imageShowCaseCellInstance implements this method and your view controller does not execute, the responder chain should pass this (because nil was specified for target ) to your view controller if ImageShowCaseCell is in your view of the dispatcher hierarchy.
Edwin's answer ( fooobar.com/questions/1447056 / ... ) works, but by setting the target on the button, you can be more explicit.
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