Modern Human Habits Inspired TWIX's Second Screen Staredown
Laura McQuarrie — January 31, 2025 — Marketing
79% of fans who plan to watch the Big Game say they'll be checking their phones, and for those who will be texting friends or scrolling on social media, TWIX devised the Second Screen Staredown to bring twice the fun to the highly anticipated event.
"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.
As of the first ad break after kick-off and during every unique ad break afterward, fans can visit the TWIX website to play the digital game that will track their stare. The longer they stare, the more entries they'll earn. The grand prize? Two solid gold bars valued at approximately $170,000.
"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.
As of the first ad break after kick-off and during every unique ad break afterward, fans can visit the TWIX website to play the digital game that will track their stare. The longer they stare, the more entries they'll earn. The grand prize? Two solid gold bars valued at approximately $170,000.
Trend Themes
1. Gamified Engagement - Innovative brands are leveraging gamification to deepen consumer engagement during live events by integrating interactive digital experiences.
2. Dual-screen Marketing - Dual-screen approaches are redefining how brands engage with avid viewers, especially during high-profile events, by encouraging interaction through both TV and mobile devices.
3. Digital Attention Economy - As consumer attention becomes a valuable commodity, companies are developing new methods to capture and retain focus through creative digital platforms.
Industry Implications
1. Event Marketing - The event marketing industry is evolving through the integration of digital interactions that complement live broadcasts, enhancing audience participation and engagement.
2. Mobile Gaming - Mobile gaming stands to benefit from increased consumer screen time by introducing real-world event-driven games that add a competitive edge to entertainment.
3. Digital Advertising - Innovations in digital advertising focus on crafting unique, interactive content that aligns with modern multitasking habits to maximize viewer immersion and brand recall.
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