Let’s Glow CO
The 7th Annual Awards
- Best Event or Experiential Campaign
ABOUT THIS ENTRY
Our Let's Glow CO halftime show was a performance unlike ever seen before at the NFL level. It was a true love letter to the state of Colorado and everything that makes it great, but it was also done in such an innovative and interactive way that made for a show-stopping performance.
How does this represent "Excellence in Engagement"?
We set out to create something uniquely local with this halftime. Within that lens, we brought in a diverse set of ideas and opinions that helped shape the show over the course of 6 months of planning. We wanted to push the boundaries of what you would typically see for an NFL halftime and raise the expectations of our fans attending games in Denver. Experimenting with different concepts and partnering with those that have a “how can we make this possible” attitude directly led to the elements that made the show successful. Almost every part of the show was an original idea that, paired with local talent, was brought to life on a national stage. We were inspired to create a halftime that showcased all the reasons we’re thankful for Colorado, and through the power of the countless local groups that made it possible, we were able to accomplish that.
Objective
Our primary objective was to create a halftime show that was unique to the state of Colorado in every sense of our theme. We knew we had an opportunity to produce a show that was unlike anything else seen in the NFL on this level, and tailoring the concept to represent Colorado as a state and community was our primary driver to accomplish that goal. We were sure to utilize a local skydiving team, lighting company, audio mixer, Broncos alumni, and three local high school marching bands to put on a show made by and for the people of Colorado. This vision shaped our efforts as the show progressed and led us to different creative ways to tell that story. We reached out to local celebrities like Ryan Tedder of One Republic to help us introduce the halftime and looked to include music that specifically tied back to Colorado in one way or another. We prioritized local talent, music, visuals, colors, and ideas as a way of creating an all-encompassing show that fit within our “Thankful for Colorado” theme and would resonate with our fans and the entire Colorado community.
Strategy & Execution
We intentionally wanted to include the fans in an interactive way and looked to our Broncos app as a way of implementing this piece of the show. We encouraged our fans throughout pregame to scan a QR code to be part of the halftime light show which led to record participation among our activations to that point. When the time came to go lights out for halftime, the entire stadium was glowing which set the tone for the rest of the show. The fans held out their phones which flickered to the sounds of our musical track, allowing them to contribute to and elevate the overall experience we were hoping to create. We also brought in around 200 local high school marching band students and their drill expertise to create light up shapes on-field. With increasing entertainment options and decreasing attention spans, this element allowed us to introduce something that the majority of fans had never seen before which resulted in one of several unique and memorable moments in the show. Creating an interactive space with lasting memories for the fans were priorities for us in the design phase and these elements allowed us to accomplish just that.
Organizations
- Denver Broncos
- Lakewood High School
- Legacy High School
- Centaurus High School
- Mile High Skydiving
- Chroma.tech
- Nick Scotella
- Cue
- Stronghold Audio
Featured
- Ryan Tedder of One Republic
Credits
Hailey Sullivan
Chief Marketing Officer
Denver Broncos
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.