Systems, devices, and methods for live event augmentation are provided. A central server computer system detects intelligent beverage containers at an event. The beverage containers include an integrated electronic display. Extrinsic data is received during the course of the event that is used to generate a message. The message is transmitted to the beverage containers at the event to update the electronic display. The extrinsic data may be related to the event or to an activity occurring separate from the event. The electronic display of the beverage containers may be changed periodically during the event. The beverage containers may be divided into one or more groups based on information stored in a user account associated with each beverage container. Different messages can be sent to the different groups to display different information on the beverage containers of each group.