The International Cricket Council (ICC) worked with official Spark AR Partner, AliveNow, a to launch two AR experiences on Instagram.

International Cricket Council (ICC), the world governing body of cricket has worked with global creative tech studio and official Spark AR Partner, AliveNow to conceptualize and launch two immersive AR experiences on Instagram for the Awards of the Decade programme.

The Awards of the Decade is one off-edition of the annual awards programme, that aims to celebrate the outstanding performances and moments from the past ten years of international cricket. The programme has 15 different award categories which recognises female/male players and the ODI & test teams of the decade.

ICC has been inviting cricket lovers around the world to take part in the voting across categories to vote for their favourite players. The council has been exploring innovative ways to engage and encourage them to vote. As a part of this activity, they launched two Instagram AR filters to delight their fans.

The first AR experiences is a cricket quiz that tests the cricket knowledge of the fans in which they choose answers by tilting their heads left or right. In the second filter, users can turn themselves into award announcers in AR to announce a winner from a particular category.

Finn Bradshaw, Head of Digital at ICC shared, “We wanted to use AR technology on Instagram to drive awareness of the ICC Awards of the Decade. It was great to work with the team from AliveNow to create compelling experiences that would delight our fans and drive them to the voting platform.”

Adhvith Dhuddu, CEO at AliveNow shared, “We were excited to partner with ICC to build these AR experiences for cricket fans globally. We wanted to create something unique, memorable and sharable so we worked with ICC to build the quiz and the Award Announcer filters on Instagram that fans are liking a lot!”

Cricket fans globally can access these AR filters on ICC’s official Instagram page @ICC in the filters tab or click these links to try the filters.

ICC AR Quiz AR Filter -

ICC Awards Announcer AR Filter -