TWIX, a brand under Mars, has announced the launch of a digital game intended to enhance the experience of viewers during the Big Game. This initiative is based on the growing trend of second screening, where consumers engage with their mobile devices while watching television. According to recent data, approximately 79% of fans planning to watch the Big Game will also be using their phones, with 60% of them likely to communicate with others or check social media for reactions to the game and advertisements.
In collaboration with the hip-hop duo Ying Yang Twins, TWIX will introduce the TWIX Second Screen Staredown. This game will commence during the first commercial break after the kickoff and will continue throughout subsequent ad breaks. Participants can access the game by visiting the TWIX website, where they will be required to maintain eye contact with their device’s camera. The longer they gaze at their screens, the more chances they will have to enter a sweepstakes for a chance to win two solid gold bars, valued at approximately $170,000.
Martin Terwilliger, Marketing Vice President at Mars Wrigley North America, remarked on the significance of second screening in consumer behavior, noting that TWIX aims to leverage this trend to enhance the viewing experience during the Big Game. The Ying Yang Twins also expressed their enthusiasm about the collaboration, emphasizing their commitment to providing dual entertainment experiences.
The TWIX Second Screen Staredown will be available for participation starting February 3, prior to the Big Game, allowing fans to familiarize themselves with the game mechanics ahead of the event on February 9.