Burger King Launches "Sith Sense," New Viral Try

Burger King has added Darth Vader to its roster of unsettling spokespeople with the launch of a new branded entertainment site by Crispin Porter + Bogusky.

Called "The Sith Sense," the branded experience, at sithsense.com, uses Crispin's oft-employed "talk to the site" format to let surfers go up against Lord Vader himself in a game of twenty questions.

It's a model the agency used to great effect for BK's Subservient Chicken viral hit and, to a lesser extent, for Method. Rather than typing instructions or confessions, as those sites do, visitors to Sith Sense are told to think of an object and then answer a series of multiple choice questions Vader poses to guess what the object is. During game play, the cyborg villain flings a string of insults at the player, including "This is a battle of wits, and clearly you are unarmed."

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