When the Cowboys took their field for the 2014 season, fans experienced for the first time the AT&T LiveFX Board. This 130-foot, high-resolution LED display helps make touchdown celebrations more exciting, entertains fans during breaks, builds suspense for pivotal plays, and more. The experience unlocks a new dimension of collective fan participation, truly mobilizing fans and making them part of the extended team. At pivotal moments during game play, fans receive a call-to- action from the Cowboys show controller via the AT&T Stadium App, which when activated, transforms their phones into portable light shows. This experience unlocks a new dimension of collective fan participation. Fans are no longer passive spectators but members of the extended team, receiving cues that mobilize them to unite. The AT&T LiveFX Board helps make touchdown celebrations more exciting, entertains fans during breaks, builds suspense for pivotal plays, and more