In a first-of-its-kind initiative for a global sports governing body, the International Cricket Council is encouraging fans to slide into the Direct Messages of its Twitter account.
With the recent start of the ICC Champions Trophy 2017, which will see 18 days of cricket competition in the United Kingdom until June 18, the ICC partnered with Twitter to unlock the one-to-one communication, among other creative uses like a hashtag-triggered emoji when fans Tweet #CT17.
Tap the ‘Message’ button on our profile for the latest #CT17 fixtures, videos and more in a first of its kind Twitter sports experience! pic.twitter.com/Xffwhk2Te6
— ICC (@ICC) June 2, 2017
After clicking the “Message” button on the ICC’s Twitter account, fans are presented with a welcome message and asked to select their favorite team competing in the ICC Champions Trophy. A team-specific GIF is sent to users who can then share the media or proceed messaging via DMs. Through answering a series of questions, bits of information are sent including fixtures (schedules), standings, match results and other videos.
At one point, if fans ask to see more results from the tournament, they’re directed back to the official ICC website. The messaging bot only responds to certain messages. Responses like yes, no and more information won’t get you far, as I found out.
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Additional Twitter features around the ICC will include a Moment for each match with a recap of the top videos, photos and Tweets. Also, select fans who Tweet using the hashtag #CT17 and tag the ICC Twitter account will receive a personalized video from a commentator as well.
“We are committed to growing cricket around the world via innovation in the digital space and our partnership with various digital innovators and leading social media organisations enables us to do that building personal connections with our fans globally,” ICC Head of Media Rights, Broadcast and Digital Aarti Dabas said in a statement. “We’re thrilled to celebrate the Champions Trophy by being the first global sports federation to launch a personalized Direct Message experience for fans on Twitter to catch up with the latest videos and bringing our broadcast, commentators and players closer to the fans.”