Melbourne company Buzz Connect had the chance to light up the US Super Bowl on Sunday with 80,000 interactive beer cups.
The cups, which reacted to game triggers, touchdowns and crowd run-outs by lighting up, were distributed to everyone in the stadium and fans at select "watch" parties in the US.
Buzz Connect's Bud Light-branded glasses were programmed to light up blue for Patriots scores and green for Eagles scores. Buzz created the cups, apps to accompany the cups, and ran the activation.
The cups, which fans took home, can be re-used for upcoming seasons via Bluetooth.
The Super Bowl is the final game of the NFL season, and the 2017 game drew 111.3 million viewers on average during the game and $USD2 billion in broadcasting rights revenue.
Buzz Connect was founded by Barry Gold, Leonard Hamersfeld and Brian Hamersfeld to bring celebration moments from the game to the home or live site. The team worked with Budweiser for the latest promotion.
The trio are responsible for creating cult products including the Boony dolls for VB and pyjamas for Qantas.
Buzz is made up of two businesses: product design house Buzz Products; and Buzz Connect, which is focused on the internet of things and connected products.
