Twix: The Second Screen Staredown

Objective

Twix capitalized on behavioral data showing that nearly 80% of Super Bowl viewers check their phones during ad breaks. The campaign leveraged the brand's "brand of two" positioning to create an engaging second-screen experience during Super Bowl LIX (February 9, 2025), driving massive participation in a branded sweepstakes tied to the year's most-watched sporting event.

Solution

Twix created an interactive gaze-tracking game accessible at www.TWIX.com during the Super Bowl broadcast. Players positioned their phone's front-facing camera to lock eyes with animated golden Twix bars, which responded with over 200 surreal voiceovers and reactions. The longer players stared, the more sweepstakes entries they earned. The campaign ran during every ad break starting with the first commercial after kickoff, with pre-game warmup access beginning February 3. The grand prize: two solid gold bars valued at approximately $170,000 USD. Ying Yang Twins served as campaign ambassadors, reinforcing the "two" theme. The experience was developed by adam&eveDDB (creative) and produced by UNIT9.

Results

The campaign generated 761,103 total entries. The average player staring time was 25 minutes 31 seconds, with the maximum single stare lasting 1 hour 15 minutes 29 seconds.