This week, Bud Light announced a tidy bookend Touchdown Glass promotion for Super Bowl LII to compliment the one that kicked off the 2017 season at Gillette Stadium about 21 weeks ago. The added symmetry that the Patriots will be participants in both games is merely a nice, if not lucky, bonus.

This popular NFL promotion was modified by Budweiser from one they had run with Canadian hockey teams, and introduced the first Bud Light Touchdown Glass to 65,000 Patriot fans as they welcomed the Kansas City Chiefs to open the season. Every time the Patriots scored a touchdown, LED lights in the base of the pint glass lit up blue. The promotion was ultimately expanded to six teams, with the lights controlled by a mobile app, sending awith fans and drive promotions creatively is not limited to the traditional box score data and news feeds. SportTechie named Rana June, CEO of Lightwave, one of the 20 Innovators of 2017 for using biofeedback from athletes to create digital art in real time. This is an astonishing execution of the work June does at Lightwave, and bravo to SportTechie for recognizing it. She has, however, been at it for years, combining big data and entertainment. In 2014 Lightwave partnered with Pepsi to throw a Bioreactive Concert at SXSW. Through bracelet sensors on attendees, biometric data was tracked, real-time feedback was projected through visually compelling graphics to the audience and DJ, and as certain thresholds in activity and temperature were met rewards like cold Pepsi beverages were unlocked.

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