The Burger King Google Home ad represents a new frontier in marketing. That may sound a bit hyperbolic, but when is the last time you saw a commercial designed specifically to activate a home smart device? The spot lasts only 15 seconds and ends with an actor saying, "OK Google, what is the Whopper Burger?" For a brief period of time that caused Google Homes to read out a description of Burger King's famous burger.
The Google Home voice description was sourced from Wikipedia, and once people learned this they began editing the page. Shortly afterwards the tech company shut down the spot's power to trigger Google Home. Even though the Burger King Google Home commercial was only truly live for a few hours it may very well have opened the flood gates for an all new age of OK Google and Siri-based advertising.
What's Driving This Trend
- Voice-activated Advertising
- Brands can explore voice-activated advertising as a new frontier for disruptive marketing campaigns.
- Smart Device Integration
- Smart device integration provides a gateway for brands to reach consumers in new ways through voice assistants like Google Home and Siri.
- Dynamic Content Sourcing
- Dynamic content sourcing, like sourcing product descriptions from Wikipedia, can revolutionize advertising by allowing voice assistants to relay real-time information to consumers.
Who This Affects Most
- Fast Food
- Fast food chains can experiment with voice-activated advertising strategies to promote new menu items or brand campaigns.
- Consumer Technology
- Consumer technology companies can develop more voice-activated AI assistants capable of responding to advertising and generating personalized recommendations for users.
- Media and Entertainment
- Media and entertainment companies can use voice-activated advertising to promote new releases and keep fans engaged with dynamic content.
