Today, Crispin Porter + Bogusky rolled out a 50-minute Web show for Burger King at TheTruthAboutTony.com. The brand promoted the show heavily during sports games over the past few weekends, saying it would prove once and for all that Nascar driver and BK endorser Tony Stewart really does love the Whopper. The setup mimicked the old TV show Lie Detector, with Stewart hooked up to a machine and asked questions. The site had a Digg-like system to collect questions from fans, who could vote them up or down. Stewart was deemed to be telling the truth when asked whether he's done a doughnut on public property (yes), whether he likes musical theater (no) and whether he's read a book in the last two years (nope). He was caught lying when he said he's never gone commando under the fire suit, cried after a movie of the week, had a special blanket or toy as a kid or checked out hot chicks during races. Burger King showed admirable restraint not making it all about burgers. There was a BK bag on the set and a logo on Stewart's shirt. Of the 30-odd questions, five came from the brand. The entire program led up to asking Stewart whether he really loves the Whopper. He does! All in all, it was pretty entertaining, even for someone who has never watched a Nascar race in his life, though it probably lasted a bit too long and at times seemed contrived. No doubt there's a novelty factor at play here with the live Web video, so I'd guess we'll see more. If you missed it, BK is replaying it tonight at 9 p.m. ET.
—Posted by Brian Morrissey
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