# Second-Screen Watch Parties The E.L.F. TIME Show Was Made to Run Parallel to the Big Game By Laura McQuarrie | Published 2025-02-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-elf-time-show References: [businesswire](https://www.businesswire.com/news/home/20250207828214/en) & [investor.elfbeauty](https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2025/02-07-2025-180510312) In response to research that shows 70% of Americans use an average of two or more media platforms during the Big Game, e.l.f. Cosmetics invited its community to join a first-of-its-kind live watch party with The E.L.F. TIME Show. This second-screen companion experience was created to run alongside the Big Game and it kept viewers entertained with personalities like sportscaster Suzy Shuster, actress and comedian Yvonne Orji, and drag queen Heidi N Closet. As part of the experience shared across platforms like TikTok, [Instagram](https://www.trendhunter.com/trends/kia-squares), Twitch, and [YouTube](https://www.trendhunter.com/trends/optic-gaming-2), fans were treated to commentary, the spirit of togetherness, and giveaways. The E.L.F. TIME Show built upon the success e.l.f. Cosmetics had reaching the football community with the eyes. lips. face. fandom campaign—centered on the affordable beauty brand's [Power Grip Primer](https://www.trendhunter.com/trends/eyes-lips-face-fandom). ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 50% | Activity: 52% | Freshness: 35% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Second-screen Engagement:** Brands are creating interactive experiences that complement primary media consumption, enhancing audience involvement through multi-platform interactions. - **Social Media Integration:** Utilizing platforms like TikTok and Instagram for real-time engagement taps into vast user bases, offering novel pathways for content dissemination and community building. - **Influencer-led Experiences:** Incorporating popular personalities from various entertainment domains enriches brand events, driving interest and participation from diverse audience segments. ### Where This Applies - **Cosmetics:** Innovative collaboration between beauty brands and digital experiences paves the way for immersive, multi-sensory engagement opportunities in the cosmetic industry. - **Entertainment:** As second-screen experiences grow, entertainment providers can adapt by integrating interactive and personalized content to enhance conventional broadcasts. - **Social Media:** The convergence of live events with social platforms signals a shift toward creating dynamic, participatory formats that increase brand visibility and engagement. ## Related on Trend Hunter - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [In-Stream Shoppable Experiences](https://www.trendhunter.com/trends/elf-cosmetics-twitch.md) - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [Exclusive Game-Face-Ready Collaborations](https://www.trendhunter.com/trends/spirit-stripes.md) - [Hockey Fan Cosmetic Campaigns](https://www.trendhunter.com/trends/eyesleafsface.md) - [Hilarious Judicial Beauty Ads](https://www.trendhunter.com/trends/judge-beauty-1.md) - [Inclusive Beauty Campaigns](https://www.trendhunter.com/trends/judge-beauty.md) - [Digital Staredown Games](https://www.trendhunter.com/trends/second-screen-staredown.md) - [Large-Scale Livestream Giveaways](https://www.trendhunter.com/trends/the-big-reward.md)