ADVERTISING

Twix Mars

Screen Staredown

Agency: adam&eveDDB

Description

TWIX®, proudly part of Mars, is doubling the game day fun with the launch of a digital game designed around a modern human behavior: second screening. Second screening is synonymous with entertainment as a core part of how consumers engage with and react to content. Nearly four in five (79%) fans who plan to watch the Big Game say they'll be checking their phones. 60% of them say it'll be to text friends and family or catch up on social media for the internet's reaction to both the game and highly anticipated ads1. TWIX, the brand of two, is using this insight to offer a second game for fans to engage with, while they watch the Big Game. Why? Because two is more than one!

Beginning during the first ad break after kick-off and during every unique ad break afterwards, fans can visit www.TWIX.com to play the Second Screen Staredown by holding their gaze on their phone for their chance to enter the sweepstakes. The phone's camera will track their gaze, and the longer they stare, the more entries they can earn, all in an attempt to win the grand prize: two solid gold bars (valued at approximately $170,000 USD).

"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."

To celebrate the power of two and the launch of the Second Screen Staredown Sweepstakes, TWIX is teaming up with TWO lyrical masterminds and ultimate hip-hop DUO, the Ying Yang Twins, to remind fans everywhere to tap in and play on Sunday, Feb. 9.

"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."

Can't wait until Feb. 9? The fun kicks off way before game day, so be sure to get your warmups in ahead of the Big Game when the TWIX Second Screen Staredown website goes live on Monday, Feb. 3.

For more information on the Official Rules for the TWIX Second Screen Staredown Sweepstakes visit TWIX.com and follow TWIX on Facebook, TikTok, X and Instagram, and the Ying Yang Twins on Instagram.

This professional campaign titled 'Screen Staredown' was published in United States in January, 2025. It was created for the brands: Mars and Twix, by ad agency: adam&eveDDB. This Integrated medium campaign is related to the Confectionery, Snacks industry and contains 5 media assets. It was submitted 9 days ago.

Credits

Mars Wrigley
Sr. Manager Brands & Content: Chris Bendeck
VP Brands & Content NA: Ashley Gill
VP Brands & Content EU: Fabio Rufet
Chief Brand Officer: Rankin Carroll
VP Corporate Affairs NA: Jessica Adelman
Director Brand PR: Angelina Franco Pesci
Chief Marketing Officer: Gabrielle Wesley
VP, Filled Bars: Martin Terwilliger
Sr. Brand Manager Twix: Jess Donato
Interim Head of Creative Studio: Michael Kelly
Lead Designer: Ashton Dame
Designer: Jesus Castellanos
Designer: Michelle Botelho
Copywriter: Jamie Hall
Social & Community Lead: Alisha Naseef
Director, Social: Javid Louis
Sr. Manager Creative Services: Joe Lloyd
Sr. Counsel Marketing & Advertising: Giancarlo Cullaro
Digital Lead: Arun Redy Katta
Sr. Program Manager, Digital Marketing: Nick Vosniadis

adam&eveDDB
Chief Creative Officers: Rick Brim, Ant Nelson & Mike Sutherland
Chief Strategy Officer: Martin Beverley
Chief Executive Officer: Miranda Hipwell
Chief Client Officer: Sam Lecoeur
Creative Directors: Ben Stilitz & Colin Booth
Creative: Ben Polkinghorne
Social Creative: Judith Tulkens
Head of Production: Sally Pritchett
Digital Producer: Frazer Hurrell
Producer: Deborah McCartney
Head of Design: Chris Chapman
Studio Integrated Producer: Richard Bailey
Senior Designer: Carl Warren
Senior Editor/Content Director: Robert Spary-Smith
Technical Motion Lead: Sam Kim
Global Planning Lead: Nick Hirst
Planning Director: Josh Watson
Senior Planner: Matilda Treloar
Business Director: Georgia Roca
Business Director: Loella Collier
Account Director: James Baker
Account Manager: Freddie Reeve

UNIT9 Films
Executive Producer: Fabien Terrasse
Executive Producer: Manuela Mesrie
Senior Producer: Martina Sogni
Project Manager: Deborah Ogundijo
Art Direction: Eduardo Amorim
Web Tech Lead: Javier Velazquez-Traut
QA Manager: Helen Peake

SOUNDS GOOD
Sound Designer & Engineer: Martin Leitner

ADVERTISING

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