As technology continues to become more integrated in our lives, companies will go to greater and greater lengths to take advantage of that technology for their benefit.
Smart home devices are being created by more companies, though Amazon and Google are still at the top of the mountain with their Echo and Home devices. And because of that, we’ve seen the devices get set off by televisions discussing the products. It’s usually by accident, but sometimes, the activation is intentional.
Burger King is the latest company to intentionally activate Google Home devices with a new commercial that is dedicated to having viewers’ Google Home devices tell them what’s in a Whopper.
Here’s how the New York Times describes what will happen if the ad pops up on your TV with a Google Home within listening range.
A video from one of the fast-food chain’s marketing agencies showed the stunt 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 commercial’s actor says. He continues, “But I got an idea. O.K. Google, what is the Whopper burger?” Prompted by the phrase “O.K. Google,” the Google Home device next to the TV in the video lights up, runs a search and states its ingredients.
Well, that’s not terrifying at all.
Also, why does Burger King feel the need to explain what’s on a Whopper in the year 2017?
The thinking behind the ads was explained by Burger King’s president, who claims they will “make a connection” with viewers and “tell a story” about Whoppers.
“With the onset of consumers buying intelligent system devices and using them at home, we thought this was a good way to make a connection and go directly to guests and tell a story about our product,” José Cil, president of Burger King, said in an interview.
Asked whether he was concerned that consumers might find the spot invasive, he said, “We think about our guests’ perception and their perspective on how we interact with them, but on balance we felt this was a really positive way to connect with them.”
At least Burger King’s ads aren’t actually ordering Whoppers for Google Home owners…yet.
[New York Times, Videos via AdWeek]
