Live event augmentation

An apparatus for conducting live event augmentation, comprising:

• a processor;
• memory in electronic communication with the processor;
• and
• instructions being executable by the processor to,
• detect a plurality of beverage containers at an event, each beverage container being associated with a user account;
• display information related to the event on the beverage containers based on information stored in the user accounts;
• and
• update the information displayed on the beverage containers in real-time based on activities occurring at the event.

A central server computer system configured for live event augmentation, comprising:

• a dynamic messaging module to receive a first extrinsic data related to an event and generate a first message indicative of the first extrinsic data;
• a user profile data store to store user account information associated with each of a plurality of beverage containers detected at an event;
• a filtering module to, based on the user account information, determine which of the beverage containers at the event are to receive the first message;
• and
• a broadcasting module configured to broadcast the first message to the determined beverage containers,
• wherein the dynamic message module, the filtering module, and the broadcasting module further update the information displayed on the beverage containers in real-time based on activities occurring at the event.