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A new Burger Kind ad was created to be able to trigger Googles voice-activated Home smart speaker. This ad was put in place to help advertise the Whopper but unfortunately doesn’t seem to be working anymore.
The ad came out Wednesday and has an actor playing a Burger King worker say, “OK Google: What is the Whopper burger?” Saying that line was supposed to trigger your Google app to read off the definition of the Whopper per it’s Wikipedia page.
It was just three short hours after the ad was launched that it stopped working. Google would simply light up and stay silent. If you prompted it to read you the definition of the “Whopper burger”, however, it would give you the Wikipedia articles first line but wasn’t responding to the commercial’s prompt.
Burger King made a statement confirming that the ad no longer recognizes the speaker and that the trigger doesn’t seem to be working anymore. The fast food giant did say that they expect the ad to start working again soon. A spokesperson for Burger King Brooke Scher Mogan said that consumers will have to “tune in tonight to see if the commercials triggers the Whopper sandwich definition response.”
Google, on the other hand, didn’t give any response to the matter. In fact, a source from the company says that Google was not informed about the ad by the fast food chain before the commercials shooting.
In the past, many commercials have accidentally triggered voice assistant apps in people’s homes. This, however is the first time a food chain has tried to do it intentionally. While it might seem like a clever idea and a great way to sell burgers for Burger King, some consumers in the YouTube comments section weren’t too pleased with the idea.
In fact, one comment read, “When you take over someone’s phone or tablet and have it do your own remote commands intentionally, you are HACKING.”
Yet despite many people thinking that Burger King is trying to hack them, it might be good that the trigger doesn’t work. Not long after the ad aired, many people took to the internet and started changing the first line of the Wikipedia article. Wikipedia users altered the definition to say things like the Whopper was “cancer-causing.” Users even added ingredients like “cyanide” to the burger definition.
It would also seem that after the ad backfired and Wikipedia users began changing things up, Burger King decided to backpedal. They took things into their own hands and soon wonderful descriptions of the Whopper began showing up on the article site. In fact, one description was changed by “Fermachado123.”
It could only be coincidence that the user name noted above sounds suspiciously like Burger King’s senior vice president for global brand management’s Fernando Machado. Burger King, however, didn’t confirm or deny that Machado made any edits to the Wikipedia site.
Yet it isn’t just the idea of being hacked that slightly frightens consumers. Privacy concerns revolving around voice-activated speakers has steadily began to increase. It’s gotten higher since more companies have made attempts to bring this technology to their products. This in turn puts even more pressure on voice-operated security systems and even door locks who are trying to make sure that user devices won’t be trigger by unwanted voices.
The use of advertisement on Google Home has been questioned by a large number of consumers. Many of them simply don’t want to be spammed by what they consider to be personal assistants. Google received a good deal of criticism after an advertisement for “Beauty and the Beast” appeared around the time of the films first showings.
In order to make amends to users, Google issued a statement saying that what users saw wasn’t an ad. The company said that bringing up the film was a way to get users to know about what was timely that day. A Google spokesperson went on to say, “We’re continuing to experiment with new ways to surface unique content for users, and we could have done better in this case.”
As for Burger King, it’s safe to estimate that this epic advertising fail won’t have any bearing on Whopper sales. With fast food still being one of the largest and quickest meal choices, there are over billions of Whoppers sold worldwide. Burger King is probably already back at the drawing board with new advertising ideas.