TWIX Takes a Bold Approach to Super Bowl Advertising with Interactive Contest

TWIX is going on a second screen approach for its Super Bowl campaign and contest as the brand wants to engage with its audience via the phone’s camera.

To do so, TWIX and the rap duo Ying Yang Twins are teaming up to double the fun for Big Game viewers. During the Super Bowl, fans can participate in the first-ever TWIX Second Screen Staredown for a chance to win two solid gold bars worth $170,000. 

Starting with the first commercial break after kickoff, and continuing during each subsequent unique commercial break, fans can enter the sweepstakes by staring at their phones. The longer they maintain eye contact with their phone’s screen, as tracked by the phone’s camera, the more entries they earn, increasing their chances of winning the grand prize.

Ashley Gill, VP of Brand & Content at Mars Wrigley North America, said that the brand is aware that fans are already second-screening during the Super Bowl and aimed to enhance the experience by making it even more rewarding. Gill emphasized that the initiative is centered on creating an interactive, playful, and unmistakably TWIX moment—allowing fans to engage in a whole new way while also having the chance to win something.

“Second screening is second nature for consumers, so who better than TWIX, the iconic brand of two, to lean into the consumer behavior by celebrating the power of dual screens during the most watched sporting event of the year,” said Gill.

Gill explained that upon discovering that 79% of Big Game viewers planned to use their phones during the event, the brand recognized an opportunity to connect with them in their natural environment: watching the game, interacting with others, and engaging online.

The Ying Yang Twins were seen as the perfect partners for TWIX as their dynamic duo energy was recognized as a strong embodiment of the brand’s “two is more than one” ethos, according to Gill. The brand was confident that the Ying Yang Twins would bring the necessary fun, excitement, and unexpected twists for this campaign. The financial agreement between the parties was not disclosed.

TWIX is not the first brand to enhance a second screen approach to its Super Bowl campaign. Last year, RITZ used an at-home watch party and tailgating menu to boost consumer engagement during the big game with the use of a second screen approach.

Leading up to the Super Bowl, TWIX will organically share content and engage with fans on social media to generate conversation and raise awareness of the Second Screen Staredown Sweepstakes. 

Regarding potential piracy concerns surrounding the development of the camera stare feature, the brand utilizes Google’s MediaPipe Face Detector. TWIX and Google do not receive any biometric (facial) data from this technology as it is managed entirely on the device of the user. The focus of the feature is to add to the fun of the Big Game experience and reflect how fans naturally interact with such events.