The Super Bowl is the biggest night in marketing. And brands need big budgets to get in on the action. Twix couldn't afford to outspend the competition, so we had to outsmart them on game day instead.
79% of Super Bowl viewers 'second screen' during the game. While brands are spending millions, their audience's valuable attention is divided when the ads start to roll.
To launch it's new 'Two is more than one' platform, Twix turned second screens into the main event, with the Second Screen Staredown. This interactive digital experience was the ultimate staring competition, but instead of facing off against another person, you were locked in an epic battle of focus with 2 gold bars valued at $170,000 USD.
The contest was activated in all 31 ad breaks, with every second of staring boosting your chances of winning the gold bars.
My first ad as a solo creative, after a 2-year break ✌️