Instagram filter-game for Expo Dubai 2020

- Meta & Expo Dubai 2020

Instagram filter-game for Expo Dubai 2020
Revolutionize the Instagram Experience with AR Filter for Expo Dubai 2020: Technology, Luxury and History Merge into a Gamified Application

Expo Dubai 2020 is one of the world’s most anticipated events, with more than 190 participating countries and a wide range of technological innovations on display. To celebrate this extraordinary event, Meta and Instagram have joined forces to create a unique experience: an AR (augmented reality) filter that revolutionizes the way users interact with the world around them.


Innovation in SPARK AR technology

SPARK AR technology is at the forefront of augmented reality, offering a huge variety of applications in the marketing, communications, and entertainment industries. With SPARK AR, the Dubai 2020 Expo filter enhances the user experience, allowing for greater interaction and engagement with the content.


Gaming and luxury: an immersive experience for the luxury capital

Dubai is known as the capital of luxury, a place where dreams come true and experiences are extraordinary. The AR filter for Expo Dubai 2020 combines the best of gaming with the glamour of luxury, offering an immersive and engaging experience that captures users’ attention and immerses them in a world of fantasy and adventure.


The concept of mobility through history

The history of mankind has been characterized by the evolution of vehicles from the wheel to air and space transportation. The AR filter for Expo Dubai 2020 represents this concept in an innovative way, leveraging AR technology to take users through different historical eras and means of transportation.


Active participation and user engagement

One of the most interesting aspects of the AR filter for Expo Dubai 2020 is active user participation. Users have the opportunity to pilot the means of transportation and overcome various obstacles, making the experience even more immersive and challenging. The system of vines and obstacles keeps the experience dynamic and challenging, increasing the level of user engagement.


The power of sharable content in social media

In the age of social media, sharing content is critical to increasing the visibility and success of an application or event. The AR filter for Expo Dubai 2020 encourages users to share their experiences with their followers, harnessing the power of sharable content to reach an even wider audience and generate greater interest in the event.


Conclusion: the future of AR and gamified experiences in marketing

The AR filter for Expo Dubai 2020 is a prime example of how AR technology and gamified experiences can revolutionize the way companies and events connect with their audiences. The results to date demonstrate the enormous potential of these technologies in marketing and communication.

The AR filter for Expo Dubai 2020 represents a significant step forward in the field of augmented reality and gamified experiences. Using cutting-edge technologies such as SPARK AR, the partnership between Meta and Instagram has created a unique and immersive experience that captures users’ attention and immerses them in a world of luxury, technology and history. With the success of this application, one can only imagine what other innovations and opportunities will arise in the future of AR and gamified marketing.

SparkAR / Instagram filter
Case study
Customer Experience
Design tips

To make the experience more immersive, we relied on a mechanic that allows, without too much effort on the part of the user, to steer the character in the game, making him or her dodge obstacles along the way by simply turning their head. In what turns out to be a 60-second endless run mechanic, the player must make it to the end of the course by dodging as many obstacles as possible.

Critical success factors
The filter features a game logic to distinguish itself from normal filters and be more interactive and engaging
sharable content
The platform allows users to share their performance videos with their network of friends, inviting them in turn to try the filter and mini-game

The filter is available on all mobile devices that have the Instagram app installed. The head movement recognition system is based on Spark AR’s native technology. The software is launched directly through the IG application.