Burger King ‘O.K. Google’ Ad Doesn’t Seem O.K. With Google

Video

Burger King’s Ad: Have It Your Way, Even If You Didn’t Ask for It

A video from the fast-food chain shows the the latest example of marketers entering the living room, with the advertisement intended to prompt voice-activated smart speakers from Google into describing its burgers.


Publish Date April 12, 2017.


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Google appeared to stymie a marketing stunt on Wednesday by Burger King, which had introduced a television ad intended to prompt voice-activated Google devices to describe its burgers.

A video from a Burger King marketing agency showed the plan in action: “You’re watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper sandwich,” the actor in the commercial said. “But I got an idea. O.K. Google, what is the Whopper burger?”

Prompted by the phrase “O.K. Google,” the Google Home device beside the TV in the video lit up, searched the phrase on Wikipedia and stated the ingredients.

But within hours of the ad’s release — and humorous edits to the Whopper Wikipedia page by mischievous users — tests from The Verge and BuzzFeed showed that the commercial had stopped activating the device.

Burger King, which did not work with Google on the ad, said Google appeared to make changes by Wednesday afternoon that stopped the commercial from waking the devices, in what amounted to an unusual form of corporate warfare in the living room. Google, which previously said it had not been consulted on the campaign, did not respond to requests for comment.

It was unclear if Burger King can alter some of the ads, which were to air on Wednesday…

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