adam&eve\TBWA x Twix

2025 Super Bowl “Second Screen Staredown”

Aerial view of a packed NFL London stadium

The challenge

Win the Super Bowl without buying a Super Bowl ad.

adam&eve\TBWA, one of the world’s leading creative agencies, consulted with Level to deliver the technology behind Twix’s 2025 Super Bowl campaign. The challenge: capture nationwide attention without paying for a traditional Super Bowl ad slot and reinforce Twix’s new brand platform “Two is More Than One.”

Impressions across the campaign
1B+
Entries during the Super Bowl
760k+
Equivalent paid media value
$329M
Media placements in earned coverage
780+
Average session time — the longest stare lasted 1 hr 15 min 29 sec
25min
Impressions across the campaign
1B+
Entries during the Super Bowl
760k+
Equivalent paid media value
$329M
Media placements in earned coverage
780+
Average session time — the longest stare lasted 1 hr 15 min 29 sec
25min

Impressions across the campaign
1B+
Entries during the Super Bowl
760k+
Equivalent paid media value
$329M
Media placements in earned coverage
780+
Average session time — the longest stare lasted 1 hr 15 min 29 sec
25min
Impressions across the campaign
1B+
Entries during the Super Bowl
760k+
Equivalent paid media value
$329M
Media placements in earned coverage
780+
Average session time — the longest stare lasted 1 hr 15 min 29 sec
25min

The Idea

79% of viewers reach for their phone during the Super Bowl. So we gave them a reason to keep staring at it.

Instead of running a TV ad, Twix invited viewers to Twix.com to stare at their phones through the ad breaks for a chance to win two solid gold bars worth around $170,000. The front-facing camera tracked each player’s gaze in real time — the longer they held it, the better their odds across all 31 ad breaks.