Pre-event and in-venue promotion is critical to Light Show success. Teams that achieve the best participation rates use a multi-channel approach that builds anticipation throughout the event:
**Pre-Event Promotion (Days Before):** - Social media posts on Instagram and Facebook building awareness and excitement - 'Know before you go' emails to ticket purchasers explaining what to expect - Messaging like 'We're doing something we've never done before — listen for announcements inside the stadium and get ready to take part!' generates excitement - CUE can provide promotional images and materials for your social channels
**In-Venue Promotion (Before the Show):** - Multiple promotional touches throughout the event (5-6 recommended) - Video board graphics and countdown timers starting 30 minutes before the show - PA announcements during the first half building anticipation - MC or stadium announcer callouts explaining what's happening and how to participate - Push notifications via your team app - Physical signage, flyers at entry gates, or creative tactics like QR codes on staff T-shirts - Dedicated QR code display time (45-90 seconds minimum) immediately before the show starts - Live host-led callout right before the show, encouraging fans to pull out their phones
**Key Insight:** One European club saw participation drop from 70% to 47% between activations, with reduced promotional effort being the primary difference. While both levels produced visually impressive results, the data clearly shows that dedicated communication campaigns directly correlate with higher fan engagement. The production quality of your Light Show matters, but promotion determines how many phones you'll have participating. Since CUE's web-based Light Show requires only scanning a QR code with no app download, the barrier to entry is low — but fans still need to know it's happening to participate.
