To create conversation around Twix’s new brand platform ‘Two is more than one’, we 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 event. 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 worth over $170,000 USD. Every element was crafted to captivate the viewers attention and drive deep engagement with the brand. With more than 1 billion global impressions and 760k entries on game day, the results prove you don’t need big media budgets to generate a big impact.