TWIX
/ SECOND SCREEN
STARE DOWN
SCROLL
[INTERACTIVE]
LIVE EVENT | AR
SUPER BOWL | NYC
UNIT9 ©
_The Superbowl. The biggest advertising weekend on the planet. We didn't just hack it. We stole the show.
For the Super Bowl, Twix wanted to go beyond the TV screen and deliver an experience that was impossible to ignore. Knowing millions would be glued to their phones during ad breaks, we created a cheeky second-screen activation designed to keep audiences staring.
[INTERACTIVE]
LIVE EVENT | AR
SUPER BOWL | NYC
“We wanted to create something unexpected, mischievous, and totally on-brand. Second Screen Staredown turned moments of passive viewing into playful interaction – an AR challenge that had fans glued to their phones for longer than anyone could have imagined.”
– Fabien Terrasse, Executive Producer, UNIT9
DOUBLE
TAKE
[INTERACTIVE]
LIVE EVENT | AR
SUPER BOWL | NYC
EXECUTION
A live AR experience challenging fans to stare at golden Twix bars during Super Bowl ad breaks.
Winners who kept their focus were entered into a sweepstake for two real gold bars. The campaign launched pre-game, ran live on the night, and gained traction through TikTok, Instagram, and Facebook influencers.
EYES
ON YOU
[INTERACTIVE]
LIVE EVENT | AR
SUPERBOWL | NYC