This year’s Big Game just got a lot more exciting, thanks to TWIX®! The iconic candy brand is taking the art of second screening to a whole new level, offering fans the chance to win not one, but two solid gold bars during the most-watched sporting event of the year. How? With the first-ever TWIX Second Screen Staredown challenge, of course!
As the game and the ads heat up, so does the competition, with fans now able to engage in a game of their own while they watch. TWIX is all about doubling the fun, and they’re bringing that philosophy to life by celebrating the modern-day behavior that almost everyone has embraced: second screening. So, if you’re one of the millions of viewers who will be checking your phone during the game (79% of fans, to be exact), TWIX has a challenge that will let you win big.
What is the TWIX Second Screen Staredown?
Here’s how it works: during each ad break of the Big Game, starting right after kickoff, fans can visit www.TWIX.com to play the Second Screen Staredown. The goal? To keep your gaze locked on your phone’s camera. That’s it! The phone’s camera tracks how long you stare, and the longer you look, the more entries you get for a chance to win the grand prize: two solid gold bars, worth an incredible $170,000 USD.
It’s a fun, interactive way to keep fans engaged while they watch the game—and it might just pay off big time. After all, who wouldn’t want to walk away from the Big Game with gold in hand?
Why the second screen?
In today’s world, second screening has become second nature. Fans don’t just watch TV anymore—they’re multitasking, texting, tweeting, and checking social media while keeping one eye on the screen. According to TWIX, 60% of fans use their phones to stay updated on social media and to chat with friends about the game or the ads. With this in mind, TWIX wanted to bring a new level of engagement to Game Day that fits seamlessly with fans’ habits. So, why not reward them for doing what they already do?
“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 Martin Terwilliger, Marketing Vice President, Mars Wrigley North America. “The interactive TWIX Second Screen Staredown adds more fun for fans on game day and offers everyone watching a chance to be a Big Game winner, too.”
The duo that joins the fun
To add even more energy to this already exciting challenge, TWIX is teaming up with none other than the Ying Yang Twins, the ultimate hip-hop duo known for bringing double the fun wherever they go. D-Roc and Kaine are helping to launch the TWIX Second Screen Staredown in style, reminding fans to get in on the action.
“We always bring two times the fun to our fans, and that’s why we’ve teamed up with TWIX to bring football fans double the experience during the Big Game,” said the Ying Yang Twins. “Giving fans two times the entertainment is what we’re all about, so make sure to shoot your shot with the TWIX Second Screen Staredown next Sunday and bring home that GOLD.”
Get ready to play
Starting February 3, the TWIX Second Screen Staredown website will go live, giving fans a chance to warm up their eyes for the big event on February 9. Whether you’re watching for the big game or just tuning in for the commercials, you’ll want to have your phone ready for this interactive challenge. The longer you keep your eyes locked on your screen, the more chances you’ll have to win those solid gold bars.
And if that’s not enough, the campaign brings even more fun by allowing fans to compete in real-time with other viewers across the country. TWIX is taking second screening to the next level, offering instant entertainment for everyone.
The gold rush is on
For those who love the Big Game, this year’s experience is about to get a whole lot sweeter (and shinier). The TWIX Second Screen Staredown is the perfect way to bring more fun, more engagement, and a whole lot of gold to your Game Day experience. So, when the game kicks off on February 9, make sure to keep your eyes peeled—and your phone ready—for a chance to win two solid gold bars.
And TWIX isn’t stopping after the Big Game. Later in the year, the brand will carry that same playful, fan-first energy into October with the debut of its first-ever Hallowmas™ celebration—featuring limited-edition treats, immersive pop-ups, and a new sweepstakes that blends Halloween thrills with early holiday cheer. It’s another example of how TWIX turns cultural moments into interactive, high-engagement experiences.
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