If you’ve been following the news at all, you’ll have noticed the latest construction in Las Vegas: the Sphere. This giant auditorium has recently been covered with an outdoor LED screen. While during the day you can usually spot an emoji, some brands have obviously taken advantage of the opportunity to do a little advertising.

Xbox took advantage of Twitchcon, while PlayStation celebrated the launch of Spider-Man 2.

This display will quickly become a must-have, so let’s hope the marketing teams come up with some original ideas (especially given the price…).