Twix - Second Screen Stare Down

Objective

Twix leveraged the 2025 Super Bowl to support its new brand platform 'Two is more than one' by creating an interactive second-screen experience. With 79% of Super Bowl viewers expected to use their phones during the broadcast, Twix aimed to authentically engage consumers where their attention naturally focuses—turning passive ad-break viewing into an interactive game that would generate buzz and brand affinity.

Solution

Second Screen Staredown was a gaze-tracking mobile game where fans visited TWIX.com and used their phone's camera to maintain eye contact with animated Twix bars throughout ad breaks during the Super Bowl (February 9, 2025). The longer viewers stared, the more sweepstakes entries they earned. The experience featured over 200 unique voiceovers from the animated Twix characters offering commentary and encouragement. The campaign included influencer partnerships with hip-hop duo Ying Yang Twins and ran from a pre-game warm-up period (February 3) through all ad breaks on game night. The grand prize was two solid gold bars designed to resemble Twix candy bars, valued at $170,000.

Results

761,103 entries; 1.37 billion total impressions; 782 media placements; $329 million equivalent in earned paid media value; average engagement time of 25 minutes 31 seconds per user. Campaign won D&AD Yellow Pencil, D&AD Graphite Pencil, and D&AD Wood Pencil awards.