The Mumbai Indians Indian Premier League cricket franchise has partnered with creative tech studio and official Instagram Spark AR partner AliveNow to launch an augmented reality experience on Facebook and Instagram that takes fans inside the MI IPL locker room.
The Mumbai Indians take pride in its Paltan (the fans) and cherishes them as an integral part of its “One Family”. As part of this ideology, Mumbai Indians has designed many innovative concepts this season to engage the Paltan as they cheer their team from their homes.
The team recently launched a unique and industry first Facebook and Instagram AR experience. The augmented reality experience takes a fan into a Mumbai Indians locker room that they can explore by moving their phone around. The AR experience is further gamified as fans are challenged to look around the locker room and collect the right objects within 30 seconds to score points.
With over 1 million impressions and counting the unique AR experience is being cherished and shared by fans across social media.
A Mumbai Indians spokesperson said: “We have always been at the forefront of providing new experiences to our fans through digital platforms. Thanks to the joint efforts of the Facebook Sports team along with AliveNow this unique gamified AR experience is yet an-other opportunity for our fans to engage with the team.”
Sriram Purushotham, Account Manager at AliveNow said: “It was amazing to collabo-rate with the Mumbai Indians team to build this immersive AR filter. The team wanted to explore some compelling experiences for their fans. We conceptualised and built this AR filter which challenges the users to look out & collect the right objects in the MI locker room in AR.”
Mumbai Indians are making their fans feel closer to the team by immersing them in-to the locker room in an engaging AR experience. Fans can try the AR filter here or by visiting the Instagram and Facebook pages of Mumbai Indians.