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Google shuts down invasive Burger King ad designed to highjack voice assistant

Posted: 13 April 2017 | By Darcie Thompson-Fields

Burger King released an advert in the US that asked Google to list the ingredients of its Whopper burger.

On Wednesday, the fast-food chain released a 15-second advert in the US which claimed there was not enough time to explain “all the fresh ingredient in its Whopper sandwich”. It instead asked Google to list them: “OK Google, what is the Whopper Burger?”.

The marketing stunt very quickly backfired after someone altered the first line of the Wikipedia entry to say that the burger contains “cyanide” and is “cancer-causing”. It reportedly went on to call the Whopper “the worst hamburger product” sold by the firm.

“Burger King saw an opportunity to do something exciting with the emerging technology of intelligent personal assistant devices,” a representative for the chain said on Wednesday.

A marketing stunt gone wrong

Google’s Home smart speaker stopped responding to the advert within hours of its release. Burger King has admitted that the advert was not designed in collaboration with Google.

Whilst voice-enabled devices like Amazon’s Echo and Google’s Home raise interesting opportunities for advertisers, the medium does not currently support advertising. Read this great piece from Venturebeat on the future possibilities of advertising on these devices.

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