Twix - Second Screen Staredown

A dual-screen Super Bowl activation launching Twix’s global platform Two is more than one. Viewers used their phone camera to stare at two gold bars for entries to win two solid gold bars worth about $170,000. Sam Kim created the full motion graphics package across social, web and TV masters, building the system that framed the gaze mechanic and endframes. The idea outsmarted media spend and delivered 761,103 entries, 782 media placements, 1.37 billion impressions and an average stare time of 25 minutes 31 seconds, equal to $329m in paid media.