To launch the Twix brand platform ‘Two is more than one’ in the US, we created the Second Screen Staredown.

We knew that 79% of viewers would second screen during the Superbowl, so instead of spending millions on a Superbowl spot, we asked people to stare at their phones during the ad breaks, for a chance to win two solid gold bars worth approx. 170,000USD.

Users could play by visiting Twix.com where they were met with two gold bars with a cheeky personality and human eyes. The phone’s front-facing camera tracked the player’s gaze and the longer you stared, across all 31 ad breaks, the better your chance of winning.

The campaign included PR, social & influencers. 

Those that played were highly engaged. The campaign saw 761,103 entries, the average starting time was 25 mins 31 seconds and one person even stared for 1 hour 15mins, 29 seconds