MLB Fan Engagement Technology: How CUE Engaged Millions of Fans This Season

This year, more than 2 million fans engaged with CUE activations across Major League Baseball. That number isn’t just impressive; it’s proof that today’s fans don’t want to simply watch; they want to participate.

By becoming an approved MLB vendor and integrating directly with the MLB Ballpark App, CUE gave clubs a turnkey way to deliver unforgettable experiences from stadium-wide Light Shows and FanSee selfie cams to digital AR Prize Drops and PostUp Social Walls.

Here are a few highlights from the season:

Seattle Mariners & Hempler’s: Hot Dogs From Heaven Become a Viral Sponsorship Activation

The Seattle Mariners have embraced multiple products within the CUE platform, from FanSee to Light Shows and AR Prize Drop. One of the most memorable activations was the now-viral Hot Dogs from Heaven, presented by Hempler’s.

Hundreds of hot dogs parachuted into the crowd to the tune of “Heaven Is a Place on Earth.” To extend the activation digitally, fans scanned a QR code to unlock AR Prize Drop, letting them participate whether or not they caught a hot dog. For Hempler’s, this created value on multiple levels: traditional in-game exposure, digital engagement, coupon distribution, and measurable ROI at retail.

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Dodgers, Marlins & Tigers: Multi-Product Engagement All Season

The Los Angeles Dodgers, Miami Marlins and Detroit Tigers showed that fan engagement isn’t a gimmick, it’s a strategy. By layering multiple products (Light Show, FanSee, Trivia, PostUp, Polling, Fanatic Filters), both teams created ongoing opportunities for fans to interact with the game and their favorite brands.

For sponsors, this meant multiple branded touchpoints throughout the season. For the clubs, it meant consistent participation that complemented game-day production while strengthening the overall fan experience.

Braves & Children’s Healthcare of Atlanta: A Cause Worth Lighting Up

At Truist Park, the Atlanta Braves and Children’s Healthcare of Atlanta transformed the stadium into a glowing sea of green during a Green Out. Powered by CUE’s Light Show technology, fans’ phones lit up the venue in unison, creating a moving statement for children’s health.

For the sponsor, this was far more than visibility, it was an interactive sponsorship activation that fans felt proud to support. The event also generated authentic, shareable content that extended awareness of the hospital’s mission well beyond game day. (Read more ;.)

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Royals: FanSee Expands to More Fans Every Game

The Kansas City Royals have turned the traditional fan cam into something much bigger with FanSee. Instead of highlighting just a few lucky fans based on where cameras can reach, FanSee makes it possible for thousands of fans throughout the stadium to join in. Sponsored by Price Chopper, the activation has already seen hundreds of thousands of fans participate, with nearly half winning prizes. The result is a sponsor-friendly tradition that amplifies fan-generated content and makes every game more interactive.

Phillies: A Viral Light Show Featuring Mascots & Players

The Philadelphia Phillies used CUE’s Light Show to create a viral moment featuring the beloved Phillie Phanatic. In a playful twist, the mascot “pushed buttons” on a giant Simon-style game to instantly change stadium colors in sync with the high-energy Push the Button Song. The result re-energized the crowd, entertained fans at home, and produced viral content.

This season, the Phillies also introduced a new way for fans to actively participate. Through the MLB Ballpark App, fans at Citizens Bank Park can now select “Light Show” to be part of Jhoan Durán’s dramatic entrances, transforming big moments into crowd-powered spectacles.

Coca-Cola + Orioles, Reds & Nationals: Multi-Market Sponsorship Value

Coca-Cola partnered with the Baltimore Orioles, Cincinnati Reds, and Washington Nationals to launch coordinated activations across three markets. By leveraging Light Shows, FanSee, and PostUp, Coca-Cola became more than a logo in the ballpark, it became part of the fan experience itself.

This multi-team footprint demonstrates how national sponsors can scale activations across the league, while teams unlock new ways to monetize partnerships through authentic engagement.

Pop Culture Meets Baseball: Arizona Diamondbacks Light Up Stranger Things Night

The Arizona Diamondbacks tapped into pop culture with a Stranger Things theme night. Fans joined a synchronized Light Show via the MLB Ballpark App, which amplified the season’s final Fireworks Friday. By making fans part of the show rather than passive spectators, Arizona added an extra layer of excitement and gave sponsors a chance to be tied directly to a cultural moment.

It’s been an incredible season, and we’re grateful for the creativity and collaboration of all our MLB partners. As some clubs continue their postseason runs, we wish them the best of luck and look forward to building even more interactive, sponsor-driven experiences in the seasons to come.

👉 Contact us today to learn more!

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