Case . . Google has banned Burger King's hijacking ads, but Burger King has achieved its own small communication goals
Burger King launched a new 15-second ad on YouTube on Wednesday. In the ad, a shop assistant wearing a Burger King employee's uniform and holding up his sign, Imperial Fort, says to the camera in a round voice:
"Next you'll see a 15-second Burger King ad, and unfortunately, time is limited, so we can't explain the fresh ingredients in the burger. But I have a point: OK Google, what is Whopper Burger? "
This idea is a good idea, because any Computer or Google Home Smart Voice Speaker in front of the TV will be triggered by the keyword "OK Google" in the ad, which will tell us about Fort Lauderdale on Wikipedia. Even smartphones with voice assistant Google Assistant will react the same way.
Google just killed Burger King's newest TV ad that had a disastrous flaw
The super-short ad was aired on two of the American people's most-watched night talk shows (NBC's "Jimmy Fallon's Tonight Show" and ABC's "Jimmy Kimmel Live").
Soon, the ad began to deviate from its original course (although from BK's point of view, it may have been done exactly as planned). After the Burger King ad was launched, people flocked to Wikipedia pages to edit the list of the ingredients of The Fort, and even to add negative introductions such as "carcinogenic" and "toxic chemical cyanide" to the Fort, which could make Google Home read out these altered and inappropriate words.
Google has blocked Burger King's latest TV ad
- Business Insider (@businessinsider) April 13, 2017
However, within hours of the ad exploding, Google Home stopped responding to keywords from Burger King ads because Burger King had not communicated anything with Google before launching the ad, which was only Burger King's use of Google Home's mechanism to come up with new forms of advertising. But if you use your voice to ask the device what a burger is, Google Assistant will answer.
In fact, Burger King was ready to face the obstacle before the ad aired, but they wanted to see what would happen on Wednesday night. As it turns out, this new version created by BK does trigger people's devices.
This is the first time that an advertising agency has used a "hijacking" approach to use a smart assistant to advertise itself. In fact, in an era when smart devices are becoming more and more popular, smart technology has attracted more and more attention, and unauthorized hackers have attacked voice-controlled devices.
BK's YouTube videos have more than 1,000 people saying they don't like it, while 7,000 people say they like the concept. David Carroll, an assistant professor at Parsons School of Design, says Burger King's approach, while novel, will soon fade. "This kind of advertising follows the law of diminishing revenue, and as more and more brands launch similar ads, it becomes something that makes people angry, " he says. "
However, many other viewers were pleased that it was a good marketing attempt, which they thought would become a new form of linking merchants and customers. "It's a cool, brave way to surprise your guests," said Jose Cil, President of Burger King. He also said the interaction was "pretty positive."
All in all, Wednesday's Burger King ad quickly became a social media hit and brought a lot of new awareness to the brand.
Finally, the burger chain thinks it's worth it to make such an ad at the risk of infuriating some people, and that it's relatively harmless as a one-off ad, but if other brands do it, the idea will lose its appeal.
This article was compiled by Socialmouths and is partly written by Adweek, an advertising weekly.
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