Twix: Second Screen Staredown

The Background

For the Super Bowl, Twix wanted to go beyond the TV screen and create an experience that truly stood out. Knowing that millions of viewers would be glued to their phones during ad breaks, the brand saw an opportunity to bring its playful personality to life through an interactive second-screen moment that would keep audiences engaged – and staring.

The Execution

We developed Second Screen Staredown – a cheeky AR experience that challenged users to keep their eyes fixed on a pair of golden Twix bars for the duration of the Super Bowl’s ad breaks. If they succeeded, they were entered into a sweepstake to win two real gold bars.

Staring back at them were a pair of human eyes and over 200 surreal voiceovers – each one reacting to the user’s focus with encouragement, humour, or unexpected commentary. The experience launched in the days leading up to the game and went live during Super Bowl night itself, transforming moments of passive viewing into something playful and totally on-brand.

To drive awareness, we partnered with influencers across TikTok, Instagram and Facebook, and saw the campaign quickly gain traction across social and PR.

The Results

Twix’s Second Screen Staredown was a standout moment during the Super Bowl— fun, interactive, and impossible to ignore. The experience generated over 180,000 entries and captured 14,000 unique emails, delivering a powerful dose of brand engagement and first-party data.

Most importantly, it proved that even in the most competitive advertising landscape, there’s still room for originality, wit, and a little bit of gold.