It has recently come to my attention that Burger King had an extremely clever ad that went mostly unnoticed in Australia. How do you advertise a Whopper in a fresh way, after having advertised it for the past 60 years? You capitalise on a growing technology.
Check the original ad here:
Clever right? The best part of this ad is that not only does it work on the Google Home device, but also on many android devices that capitalise on this technology.
This has caused a bit of outrage as people are screaming that it’s an invasion of privacy, that it’s annoying etc. etc. You know, the usual qualms with growing technology.
I think from a marketing perspective, it’s genius. What a great way to extend on that very limited television ad that most people tune out and ignore anyway. Cleverly, Burger King had set this up beautifully by editing the Wikipedia page to describe the Whopper burger exactly as they wanted Ok Google to read it back to the potential consumer.
Unfortunately, it is presumed that Google had to be the bearer of bad news and disabled the ability of the ad to activate Ok Google. Another flaw in Burger King’s genius plan, was that people caught on quickly and edited their Wikipedia page to include such ingredients in the Whopper as cyanide and a medium sized child. Not particularly mouth watering.
This has potentially opened the flood gates for marketers and creators alike. Highlighting the use of this feature could see food companies, to car brands and everything in between giving us a further insight into their products and services. How far is too far? Seemingly Google is all over this concept now, and may very well limit this ability for future ventures.
What are your opinions on this “hijacking” of Ok Google? Fair play by Burger King or an intrusion on privacy? Do you think other companies will try this method?