Chocolate brand Twix, part of the Mars Wrigley group, has created a Superbowl campaign that gives viewers the chance to win a solid gold bar.

To win, viewers need to compete in a staring contest, which will begin during the first ad break of the American football game on 9 February. To compete, viewers need to lock eyes with their phone and allow their phone’s camera to track their gaze. The longer the stare, the more entries they will receive.

The campaign was devised by creative agency Adam & Eve/DDB UK with production by Unit 9 Films. Copywriting for the campaign was handled by Jamie Hall and the art director was Eduardo Amorim.

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Viewers can take part in the contest by visiting Twix’s website.

The bars are worth £137,000 ($170,000)

Mars Wrigley North America marketing vice president Martin Terwilliger said: “Second screening is second nature for consumers, so who better than Twix, the iconic brand of two, to lean into the consumer behaviour by celebrating the power of dual screens during the most watched sporting event of the year.

“The interactive Twix Second Screen Staredown adds more fun for fans on game day and offers everyone watching a chance to be a Big Game winner, too.”