ICC engages ByteDance on Cricket World Cup content drive

The International Cricket Council has partnered with technology company ByteDance to deliver content across social media platforms TikTok and Helo during this year’s Cricket World Cup.

TikTok encourages creative expression through short-form video and will give fans the chance to compete in various in-app challenges during the competition. It was the most downloaded app in the world in 2018.

Helo is India’s leading regional social media platform and during the World Cup it will provide content to Indian fans in 14 languages.

The ICC’s partnership with ByteDance is designed to deliver exciting campaigns and unique content to maximise the reach of the World Cup.

The tournament, which will be held in England and Wales, runs from May 30 to July 14.