Twix: Second Screen Stare Down

For the Super Bowl, Twix wanted to reach beyond the TV ad break. Knowing millions of viewers would be on their phones during the commercials, the team built a second-screen AR challenge: stare at golden Twix bars for as long as you can, without looking away.

Players who held their focus were entered into a sweepstake to win two real gold bars. The campaign launched before the game, ran live on the night, and was amplified by influencers on TikTok, Instagram and Facebook.

Fans spent an average of more than 25 minutes staring, and the activation generated the equivalent of $329 million in paid media.