The archive · Marketing & Growth · Marketing decision · 2025
Twix hijacks Super Bowl second screens with a gold-bar staredown — 1B impressions
Twix's 2025 Super Bowl second-screen activation, with two solid gold bars as the prize, drew 760k entries and more than 1B global impressions on game day.
Twix
What it had to solve
Twix was launching a new brand platform, 'Two is more than one,' and wanted to create conversation around it on the biggest night in marketing. The team chose to outsmart rather than outspend the brands that own the Super Bowl broadcast.
How it works
Twix was introducing a new brand platform, 'Two is more than one,' and wanted to create conversation around it on the biggest night in marketing: the Super Bowl. Rather than outspend the advertisers who own the broadcast, the brand chose to outsmart them by going where viewers already look during the game — their second screens.
The Second Screen Staredown was a digital activation during the 2025 Super Bowl, built so that every element proved the power of two. It capitalised on consumers' second-screen behaviour and offered the most Twix-themed prize possible: two solid gold bars, a literal answer to what 'two' is worth.
The results became the proof point: more than 1 billion global impressions and 760,000 entries on game day. Twix's own case frames the numbers as evidence that you don't need big media budgets to generate a big impact — the idea out-positioned the spend.
Why it lands
- It went where the audience already was — phones in hand during breaks — instead of fighting for the broadcast.
- The prize embodied the message: two solid gold bars made 'Two is more than one' literal and worth entering for.
- Outsmarting rather than outspending turned a budget constraint into the creative idea itself.
- Game-day scale — 1B+ impressions and 760k entries — proved the second screen could rival the broadcast.
What it did
The activation produced more than 1 billion global impressions and 760,000 entries on game day — evidence, in Twix's telling, that you don't need big media budgets to make a big impact on the biggest night in marketing.
What you can take
When the stage is too expensive to buy, find the behaviour the audience already performs — second-screening during the ads — and make the brand the reason that behaviour continues.
Since then
The game-day numbers became the case for the platform: one day of second-screen play generated more than a billion impressions and 760,000 entries without buying the broadcast. The campaign showed that entering a media moment sideways — where the audience already looks — can give a challenger brand the scale its bigger rivals pay for.
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