Twix - Second Screen Staredown

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. It brought to life the power of TWO by capitalizing on consumer behaviours and offering the most Twix-themed prize possible: two solid gold bars. Every element was crafted to prove that Two is more than one. With more than 1B global impressions and 760k entries on game day, the results prove you don’t need big media budgets to generate a big impact.