While CUE can technically add data collection to any activation, we strongly recommend against gating the Light Show with data collection. The primary goal of a Light Show is to create the most epic, visually stunning moment possible with maximum participation. Adding a data collection step before fans can join creates friction that reduces participation rates and diminishes the visual spectacle.
Instead, we recommend a two-part approach to get both an incredible Light Show moment AND valuable first-party data: First, run the Light Show without data gates to maximize participation and visual impact. Then, use PostUP or other complementary CUE activations (such as AR Prize Drop or Trivia) before or after the Light Show to capture fan data. PostUP is particularly effective for data collection because fans have a compelling reason to provide their information — they want to see themselves on the big screen. This natural value exchange drives high submission rates and engagement. This strategy delivers both the best possible Light Show experience and thousands of data points from engaged fans.