The Sith Sense

Objective

Burger King partnered with Star Wars to promote Episode III: Revenge of the Sith in May 2005. The brand sought to capitalize on the blockbuster film's release by creating an engaging interactive experience that would drive customer engagement and reinforce brand association with the high-profile franchise.

Solution

The Sith Sense was an online interactive game where players thought of any object and Darth Vader attempted to identify it using up to 20 yes-or-no questions—a digital twist on the classic 20 Questions parlor game. The game featured an adaptive learning system that improved its accuracy as more players participated, making it progressively smarter. Implemented as a web-based Flash application, the game was positioned as branded entertainment that encouraged repeated play and social sharing among users.

Results

Not published.