try this instead. Override UICollectionViewCell class & add this method
- (void)setSelected:(BOOL)selected
{
[super setSelected:selected];
[UIView animateWithDuration:1.0 delay:0 options:UIViewAnimationOptionAllowUserInteraction animations:^{
self.contentView.backgroundColor = [UIColor redColor];
} completion:^(BOOL finished) {
self.contentView.backgroundColor = [UIColor greenColor];
}];
}