The Challenge
To create conversation around Twix’s new brand platform ‘Two is more than one’ and launch it in the United States, Twix hijacked the biggest night in marketing by outsmarting, not out spending. The Second Screen Staredown was a digital activation during the 2025 Super Bowl. Built on the insight that 79% of Super Bowl viewers would 'second screen' during the game, Twix took over their phones and brought to life the power of TWO to steal eyes from the SuperBowl. Viewers instead stared down with Twix during the ad breaks, all in the hope of winning the most Twix-themed prize possible: two solid gold bars. It's not just the biggest night in sports – it’s the biggest night in marketing. In an era of growing media fragmentation, the National Football League’s championship game captures the attention of more than 127.7 million viewers in living rooms, bars, and campuses around America – plus millions more abroad. This unrivalled audience tunes in not just for the game, but for the spectacle created by the world’s best athletes, artists, and brands. Every year, marketers and advertisers battle it out to capitalise on this moment and secure their brand’s place in the conversation. Typically, this opportunity would call for a high-impact media blitz, but budgets were being rationalized due to global inflation pressures. So, without the luxury of a multi-million-dollar media budget, Twix needed to outsmart the competition, not outspend it.
The Solution
To create conversation around Twix’s new brand platform ‘Two is more than one’ and launch it in the United States, Twix hijacked the biggest night in marketing by outsmarting, not out spending. The Second Screen Staredown was a digital activation during the 2025 Super Bowl. Built on the insight that 79% of Super Bowl viewers would 'second screen' during the game, Twix took over their phones and brought to life the power of TWO to steal eyes from the SuperBowl. Viewers instead stared down with Twix during the ad breaks, all in the hope of winning the most Twix-themed prize possible: two solid gold bars. It's not just the biggest night in sports – it’s the biggest night in marketing. In an era of growing media fragmentation, the National Football League’s championship game captures the attention of more than 127.7 million viewers in living rooms, bars, and campuses around America – plus millions more abroad. This unrivalled audience tunes in not just for the game, but for the spectacle created by the world’s best athletes, artists, and brands. Every year, marketers and advertisers battle it out to capitalise on this moment and secure their brand’s place in the conversation. Typically, this opportunity would call for a high-impact media blitz, but budgets were being rationalized due to global inflation pressures. So, without the luxury of a multi-million-dollar media budget, Twix needed to outsmart the competition, not outspend it.