Editor’s Note: According to Adtaxi’s 2025 Super Bowl Survey, nearly 70% of the game’s total audience will use secondary media to engage with Super Bowl-related content. PRNEWS, a Chief Marketer Network publication, looks at six notable brand campaigns that tap into multiple screens (or in-person) to share marketing messages—from Twix’s Second Screen Staredown to Pepsi’s drone delivery to Crackle Barrel’s adorable cheese-dispensing robots.
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For some brands, the Super Bowl doesn’t necessarily mean creating a multi-million dollar TV ad during the big game. Many notable promotions don’t even require an actual ad anymore, as the event is now a multi-platform experience for companies and consumers. Most brands seem to be taking a hybrid approach, pairing a TV ad with multiple platform experiences before, during and after the game.
According to Adtaxi’s 2025 Super Bowl Survey, almost 70% of the total audience will utilize secondary media to engage with Super Bowl-related content.
“With the recent increase in data surrounding ‘double-screening,’ it is increasingly crucial for marketers [and communicators] to know and utilize the fact that the majority of Americans plan to utilize both their ‘big screen’ and ‘little screen’ while watching this year’s Super Bowl,” says Adtaxi Director of Research, Murry Woronoff.
“Social media has emerged as the top secondary media choice for audiences primarily using broadcast, cable and radio,” Woronoff notes. “Marketing plans need to include both typical viewing options and social media campaigns to effectively reach intended audiences.”
Creative Multi-Platform Campaigns to Look Out For
PRNEWS receives dozens of Super Bowl pitches from brands every year before the big game. Here are a few that stood out in regards to multi-platform campaigns and experiences.
Taking multi-platform to a whole new level: Twix
Twix fully committed to the multi-platform strategy with this year’s Super Bowl campaign. The twin candy bar company will award two solid gold bars on game day to fans who play the first-ever TWIX Second Screen Staredown.
The brand understands the power of “two screening” as it relates to consumer engagement with content. In fact, Twix did a study in conjunction with YouGov, showing that four in five fans watching the Super Bowl will be checking their phones to text friends and family and catch-up on social media to gauge the internet’s reaction to both the game and ads.
So, Twix has decided to overhaul its website, www.TWIX.com, just for the big game. Fans can visit the Second Screen Staredown contest in which—yes, you guessed it—participants hold their gaze on their phone while being tracked by their phone’s camera. The longer the contestant stares, the more entries they earn for those gold bars.
Could this also be a strategy to get viewers to ignore the other commercials while doing their staredown breaks? Pretty smart idea, if so.
Read the full piece, which highlights Tostitos, Instacart, Flipz, PepsiCo and Cracker Barrel, in PRNEWS.
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