During the Light Show, fans typically hold their phones up in front of their face and look outward‚ at the opposite side of the stadium, at the field, at fireworks, or at the overall sea of synchronized lights. They're not staring intently at their own phone screens. However, this is actually a significant sponsorship advantage: the branded content on their screen is literally seven inches in front of their face the entire time. They cannot ignore it, even when their attention is directed at the broader spectacle. This creates an incredibly intimate and unavoidable brand impression that's unique to this activation format.
