From Digital Staredown Games to Collaborative Gen Z Ads
Laura McQuarrie — December 6, 2025 — Lifestyle
Second screen experiences—where viewers use a smartphone, tablet, or laptop while watching content—are transforming how people engage with media, making its consumption more interactive and social. Instead of passively watching shows and sporting events, audiences multitask by scrolling through social media or reacting to live events.
This shift in the way people consume content pushes brands to adapt by creating experiences built to capture attention across devices. For the 2025 Super Bowl—and the 79% of fans who planned to watch while checking their phones—TWIX came up with the Second Screen Staredown. Based around the same event, e.l.f. Cosmetics engaged its community with a first-of-its-kind live watch party, The E.L.F. TIME Show.
As engagement becomes more immersive and nonlinear, brands are rethinking how to meet consumers where they are, on every screen.
This shift in the way people consume content pushes brands to adapt by creating experiences built to capture attention across devices. For the 2025 Super Bowl—and the 79% of fans who planned to watch while checking their phones—TWIX came up with the Second Screen Staredown. Based around the same event, e.l.f. Cosmetics engaged its community with a first-of-its-kind live watch party, The E.L.F. TIME Show.
As engagement becomes more immersive and nonlinear, brands are rethinking how to meet consumers where they are, on every screen.
7.6
Score
Popularity
Activity
Freshness
