Tradisionele resepte

Burger King -advertensies versterk die gons van verbruikers

Burger King -advertensies versterk die gons van verbruikers

Volgens nuwe verbruikersnavorsing deur YouGov BrandIndex het Burger King se advertensies wat deur beroemdes gedryf word vir nuwe spyskaartitems onlangs deurgebring met verskeie belangrike demografieë.

Vanaf Mei, toe nuwe advertensies met die sokkerster David Beckham en die voorspeler van Aerosmith, Steven Tyler, begin hardloop het, het Burger King 'n toename onder mans en vroue beleef in sy 'buzz score', wat BrandIndex elke dag gebruik om mond-tot-mond-trekkrag te meet. , sê Ted Marzilli, senior vise -president van die navorsingsfirma vir verbruikerspersepsie.

'U wil dat almal in u winkels kom, en die beste manier om al hierdie verskillende groepe te lok, is deur verskillende media of verskillende bekendes,' het Marzilli gesê. 'Dit lyk asof Burger King sy top drie of vier groepe teiken en die geld belê om dit te kry. Die benadering is sinvol, en die data dui daarop dat dit 'n impak het. "

BrandIndex in New York bereken die gons telling vir honderde handelsmerke deur elke week meer as 5 000 volwasse verbruikers te ondersoek. Die respondente word gevra: 'As u die afgelope twee weke iets gehoor het oor die handelsmerk, deur middel van advertensies, nuus of mond-tot-mond mondelinge inligting, was dit positief of negatief?' Negatiewe reaksies word afgetrek van positiewe reaksies, en 'n bewegende gemiddelde word bereken wat wissel van negatief 100 tot positief 100, met 'n nulgradering wat heeltemal neutrale persepsies vir 'n handelsmerk aandui.

Aan die begin van Mei het vroulike opname-respondente 'n meer positiewe persepsie van Burger King gehad, gebaseer op die gons telling van die handelsmerk met die demografie van 64, vergeleke met 'n gemiddelde gons telling onder alle verbruikers vir alle vinnige handelsmerke van 57. Manlike verbruikers het destyds 'n gemiddelde gons telling van slegs 34 vir Burger King opgelewer.

BrandIndex het egter opgemerk dat Burger King se tellings onder mans gedurende die eerste helfte van Mei gestyg het terwyl die handelsmerk met Tyler op 16 Mei 'n hoogtepunt van 60 bereik het. gemiddelde buzz-telling vir alle kitsdiensketens op 61, maar ver bo die beginpunt vanaf 1 Mei.

Net teen die tyd dat die mans se gons-telling sy hoogtepunt in die middel van Mei bereik het, het die gons-tellings vir Burger King onder vroulike verbruikers-respondente begin klim, en 'n hoogtepunt van 76 op 29 Mei bereik, het BrandIndex bevind. Dit lyk asof hierdie resultate volg met die debuut van Burger King se tweede advertensie met Beckham, waarin een van Burger King se nuwe smoothies op sy hemp gemors word en vroulike kliënte en werknemers smeek hom om sy hemp uit te trek.

Burger King se gons telling onder vroue eindig op 8 Junie op 69, agt punte bo die gemiddelde in die bedryf vir alle verbruikers.

Marzilli het opgemerk dat hoewel dit 'n duur taktiek vir 'n restaurant met 'n hoë risiko vir hoë belonings kan wees om berugte te gebruik, dit lyk asof Burger King se benadering met Beckham, Tyler en ander soos Salma Hayek en Jay Leno werk.

'Dit is nie goedkoop om sulke talent te kry nie, maar dit is soos portefeuljeteorie, waar verskillende mense 'n beroep op verskillende verbruikersegmente sal vind,' het hy gesê. 'Dit is sinvol om spesifieke kliëntgroepe met nis-inhoud of bekendes te teiken, en dit is beter as 'n een-pas-by-almal-strategie. ... As u die geld gaan bestee, kan u net sowel almal wat u kan teiken. ”

Marzilli het bygevoeg dat dit vir Burger King moeilik sou wees om hierdie soort pop -in -tellings te behou, want dit kan baie duur wees om die veldtog te verfris. Hy het ook opgemerk dat Burger King se grootste mededinger, McDonald's, baie meer spandeer in advertensies - iets wat die inkomende uitvoerende hoof van McDonald's, Don Thompson, erken het toe hy aan beleggers gesê het dat die ketting 'daarna uitsien om mededingers se sake te onderneem wanneer hulle van promosies terugtrek'.

'Dit is baie moeilik om die stryd konsekwent te wen,' het Marzilli gesê. 'Die beste wat Burger King kan doen, is om sy stryd te kies en 'n paar verskillende dinge te probeer om gratis op sosiale media en in die pers op te haal en guerilla-oorlogvoering te beveg met 'n man soos McDonald's. Dit is ook een ding om gons te maak en mense die winkels in te jaag om Burger King nog 'n kans te gee, maar die eintlike sleutel is uitvoering. "

Vir die eerste kwartaal van 31 Maart het Burger King Holdings Inc. sy sterkste wins in dieselfde winkel in twee jaar gerapporteer, met 'n toename van 4,2 persent in die Verenigde State en Kanada.

Burger King, gebaseer in Miami, bedryf of verkoop 12,534 restaurante wêreldwyd.

Kontak Mark Brandau by [email protected]
Volg hom op Twitter: @Mark_from_NRN


Burger King stel 'n TV -advertensie bekend wat Google Home veroorsaak: 'n slim bemarkingstrok of 'n indringende foefie?

Die nuwe advertensie het kommer uitgespreek oor privaatheid en veiligheid in 'n wêreld van 'altyd luister' na slim toestelle.

Woensdag het 'n Burger King -televisie -advertensie waarskynlik die eerste keer geword wat opsetlik slim toestelle soos Google Home en Android -fone veroorsaak het. In die advertensie staan ​​'n akteur voor die kamera en gee duidelik die frase: "Okay, Google. Wat is die Whopper -burger?" aan die einde van die advertensie.

Rondom die land het die klankgreep op 'n aantal toestelle reageer, met telefone en slim luidsprekers wat die bestanddele in die burger op die inligtingsblad van Whopper op Wikipedia bevat.

Die nuwe advertensie is egter nie goed ontvang deur almal nie. Sommige het die advertensie as 'n oorlas beskou, terwyl ander die advertensie as 'n ongemaklike herinnering aan die indringing van advertensies in 'n wêreld met 'altyd luisterende' slimtoestelle beskou het. Google, wat nie met Burger King geraadpleeg het vir die advertensie nie, het die Google Home se funksie uitgeskakel om binne 'n dag na die eerste uitsending deur die advertensie wakker gemaak te word.

Die reaksie op die nuwe advertensie beklemtoon baie van die kommer wat verband hou met privaatheid en bekommernisse oor veiligheid in 'n toenemend digitale wêreld. Alhoewel dit moontlik die eerste advertensie is wat gebruikers wat reeds 'n Google Home of 'n ander luisterende toestel besit, teiken, is privaatheidsstrategieë wat ondernemings gebruik om kliënte te teiken, niks nuuts nie, sê Saleem Alhabash, professor in openbare betrekkinge en sosiale media aan Michigan State University in East Lansing, Mich.

"Gedragsgerigte is al geruime tyd toegepas," het dr. Alhabash in 'n e -pos aan The Christian Science Monitor gesê. "Adverteerders, insluitend Google, het ons digitale spore opgeteken en deur middel van algoritmiese manipulasie, vir ons advertensies op maat gegee wat vir ons meer betekenisvol is."

Kritiese rasteorie: Wie kan besluit wat geskiedenis is?

Die nuwe Burger King -advertensie is bloot 'n uitbreiding van hierdie algemene filosofie, sê hy. Maar hoewel dit op die voorpunt is van nuwe soorte advertensies soos hierdie, kan dit groot vrugte afwerp, maar dit kan ook riskant wees. Die terugslag van verbruikers kan immers moeilik wees om te voorspel, veral met 'n nuwe soort advertensie soos hierdie.

"In verskillende generasiegroepe is verbruikers deeglik bewus van die gevare en bedreigings vir hul eie veiligheid en privaatheid aanlyn. Hulle weet wat die ooreenkoms is," voeg Alhabash by. "In baie gevalle voel hulle dat die beskerming van hul privaatheid aanlyn so 'n gedrang is dat hulle uiteindelik verslaan voel en toegee aan die idee dat hulle nie hul privaatheid kan beskerm nie. Maar as 'n advertensie soos die Burger King een na die oppervlak dryf, word verbruikers daaraan herinner hoe kwesbaar hulle is. "

Dit, sê hy, is deel van die rede waarom hierdie advertensie so 'n dissonante koord by baie kykers getref het. Maar dit was nie die enigste manier waarop die advertensie teruggekeer het nie.

Toe die nuwe advertensie die eerste keer begin verskyn het, het baie kykers besef dat die inligting wat deur Google Homes en Android -toestelle voorgelees is, direk van Wikipedia afkomstig is, wat deur almal geredigeer kan word. Binnekort is die beskrywing van die Whopper op die Wikipedia -bladsy gewysig om 'n lys met fiktiewe en walglike bestanddele te bevat, met een wysiging wat die Whopper identifiseer as 'die ergste hamburgerproduk' wat deur die kitskosketting verkoop word. Burger King het vinnig stappe gedoen om 'n meer aangename Wikipedia-inskrywing te herstel, maar kort voor lank het dit 'n ander probleem ondervind: Google.

'Google is nie hieroor geraadpleeg nie, en daarom word geen advertensiedolles vir hierdie advertensie bestee nie,' sê Alhabash. "Google wil 'n stukkie koek hê."

Die tegnologiereus was in die posisie dat sy eie produkte geaktiveer word in 'n advertensie waarvan baie mense nie hou nie, sonder enige vergoeding. Kort voor lank het gebruikers gerapporteer dat die nuwe advertensie hul Google Homes nie meer geaktiveer het nie, en Burger King het The New York Times meegedeel dat Google wysigings aangebring het wat spesifiek verhoed het dat die advertensie se toestelle wakker word, en sodoende die doeltreffendheid van die nuwe veldtog verswak.

Die deaktivering deur Google kom slegs 'n paar weke nadat die tegnologie-reus hom in 'n soortgelyke posisie as Burger King bevind het toe sommige Google Home-gebruikers negatief reageer op 'n promosie vir Disney se onlangse live-action Beauty and the Beast-film wat tussenin gestop is. die weer en die nuus. Volgens 'n woordvoerder van Google, was die promosie, wat op 'n paar toestelle op die dag van die film vrygestel is, 'nie 'n advertensie nie'.

Maar ondanks die redelike hoeveelheid negatiewe terugvoering vir hierdie soort indringende advertensies, kan die nuwe Burger King -advertensie - sowel as enige advertensies wat opduik - nog steeds 'n sukses wees, sê Jenny Olson, professor in bemarking aan die Universiteit van Kansas in Lawrence, Kan.

"Uit 'n bemarkingsoogpunt het Burger King hul doel bereik om verbruikers se aandag te trek in 'n toenemend versadigde mediascape," het dr. Olson per e -pos aan die Monitor gesê. 'Eerlik gesê, toe ek die eerste keer van die advertensie hoor (ten spyte van moontlike kommer oor privaatheid), was my reaksie' Wow, dit is redelik slim! ' Hierdie soort advertensies sal ons meer sien as AI -toestelle meer gereeld in ons huise voorkom. "

Die doel van advertensies is immers om gons te maak - nie net oor die produk nie, maar ook oor die advertensie self - en in hierdie opsig was die indringende advertensie uiters suksesvol, sê Olson.

Laat die monitorstories wat vir u omgee, in u inkassie aflewer.

"Burger King het beslis 'n risiko geneem om hierdie pad te volg. [En] selfs al lei die advertensie nie tot 'n groter verkoop van Whoppers nie, het dit 'n belangrike gesprek begin oor privaatheid en etiek van advertensies op hierdie nuwe platforms," ​​sê sy.


Burger King stel 'n TV -advertensie bekend wat Google Home veroorsaak: 'n slim bemarkingstrok of 'n indringende foefie?

Die nuwe advertensie het kommer uitgespreek oor privaatheid en veiligheid in 'n wêreld van 'altyd luister' na slim toestelle.

Woensdag het 'n Burger King -televisie -advertensie waarskynlik die eerste keer geword wat opsetlik slim toestelle soos Google Home en Android -fone veroorsaak het. In die advertensie staan ​​'n akteur voor die kamera en gee duidelik die frase: "Okay, Google. Wat is die Whopper -burger?" aan die einde van die advertensie.

Rondom die land het die klankgreep op 'n aantal toestelle reageer, met telefone en slim luidsprekers wat die bestanddele in die burger op die inligtingsblad van Whopper op Wikipedia bevat.

Die nuwe advertensie is egter nie goed ontvang deur almal nie. Sommige het die advertensie as 'n oorlas beskou, terwyl ander die advertensie 'n ongemaklike herinnering was aan die indringing van advertensies in 'n wêreld vol "altyd luisterende" slimtoestelle. Google, wat nie met Burger King geraadpleeg het vir die advertensie nie, het die Google Home se funksie uitgeskakel om binne 'n dag na die eerste uitsending deur die advertensie wakker gemaak te word.

Die reaksie op die nuwe advertensie beklemtoon baie van die kommer wat verband hou met privaatheid en bekommernisse oor veiligheid in 'n toenemend digitale wêreld. Alhoewel dit moontlik die eerste advertensie is wat gebruikers wat reeds 'n Google Home of 'n ander luisterende toestel besit, teiken, is privaatheidsstrategieë wat ondernemings gebruik om kliënte te teiken, niks nuuts nie, sê Saleem Alhabash, professor in openbare betrekkinge en sosiale media aan Michigan State University in East Lansing, Mich.

"Gedragsgerigte is nou al 'n geruime tyd toegepas," het dr. Alhabash in 'n e -pos aan The Christian Science Monitor gesê. "Adverteerders, insluitend Google, het ons digitale spore en deur algoritmiese manipulasie opgeteken, wat ons advertensies op maat bied wat vir ons meer betekenisvol is."

Kritiese rasteorie: Wie kan besluit wat geskiedenis is?

Die nuwe Burger King -advertensie is bloot 'n uitbreiding van hierdie algemene filosofie, sê hy. Alhoewel dit op die voorpunt is van nuwe soorte advertensies soos hierdie, kan dit groot vrugte afwerp, maar dit kan ook riskant wees. Die terugslag van verbruikers kan immers moeilik wees om te voorspel, veral met 'n nuwe soort advertensie soos hierdie.

"In verskillende generasiegroepe is verbruikers deeglik bewus van die gevare en bedreigings vir hul eie veiligheid en privaatheid aanlyn. Hulle weet wat die ooreenkoms is," voeg Alhabash by. "In baie gevalle voel hulle dat die beskerming van hul privaatheid aanlyn so 'n gedrang is dat hulle uiteindelik verslaan voel en toegee aan die idee dat hulle nie hul privaatheid kan beskerm nie. Maar as 'n advertensie soos die Burger King een na die oppervlak dryf, word verbruikers daaraan herinner hoe kwesbaar hulle is. "

Dit is volgens hom deel van die rede waarom hierdie advertensie so 'n dissonante koord by baie kykers getref het. Maar dit was nie die enigste manier waarop die advertensie teruggekeer het nie.

Toe die nuwe advertensie die eerste keer begin verskyn het, het baie kykers besef dat die inligting wat deur Google Homes en Android -toestelle voorgelees is, direk van Wikipedia afkomstig is, wat deur almal geredigeer kan word. Binnekort is die beskrywing van die Whopper op die Wikipedia -bladsy gewysig om 'n lys met fiktiewe en walglike bestanddele te bevat, met een wysiging wat die Whopper identifiseer as 'die ergste hamburgerproduk' wat deur die kitskosketting verkoop word. Burger King het vinnig stappe gedoen om 'n meer aangename Wikipedia-inskrywing te herstel, maar kort voor lank het dit 'n ander probleem ondervind: Google.

'Google is nie hieroor geraadpleeg nie, en daarom word geen advertensiedollies vir hierdie advertensie bestee nie,' sê Alhabash. "Google wil 'n stukkie koek hê."

Die tegnologie -reus was in die posisie dat sy eie produkte geaktiveer word in 'n advertensie waarvan baie mense nie hou nie, sonder enige vergoeding. Kort voor lank het gebruikers gerapporteer dat die nuwe advertensie hul Google Homes nie meer geaktiveer het nie, en Burger King het The New York Times meegedeel dat Google wysigings aangebring het wat spesifiek verhoed het dat die advertensie se toestelle wakker word, en sodoende die doeltreffendheid van die nuwe veldtog verswak.

Die deaktivering deur Google kom slegs 'n paar weke nadat die tegnologie-reus in 'n soortgelyke posisie as Burger King beland het toe sommige Google Home-gebruikers negatief reageer op 'n promosie vir Disney se onlangse live-action Beauty and the Beast-film wat tussenin gestop is. die weer en die nuus. Volgens 'n woordvoerder van Google was die promosie, wat op 'n paar toestelle op die dag van die film vrygestel is, 'nie 'n advertensie nie'.

Maar ondanks die redelike hoeveelheid negatiewe terugvoer vir hierdie soort indringende advertensies, kan die nuwe Burger King -advertensie - sowel as enige advertensies wat opduik - nog steeds 'n sukses wees, sê Jenny Olson, professor in bemarking aan die Universiteit van Kansas in Lawrence, Kan.

"Uit 'n bemarkingsoogpunt het Burger King hul doel bereik om verbruikers se aandag te trek in 'n toenemend versadigde mediascape," het dr. Olson per e -pos aan die Monitor gesê. 'Eerlik gesê, toe ek die eerste keer van die advertensie hoor (ten spyte van moontlike kommer oor privaatheid), was my reaksie' Wow, dit is redelik slim! ' Hierdie soort advertensies sal ons meer sien as AI -toestelle meer gereeld in ons huise voorkom. "

Die doel van reklame is immers om gons te maak - nie net oor die produk nie, maar ook oor die advertensie self - en in hierdie opsig was die indringende advertensie uiters suksesvol, sê Olson.

Laat die monitorstories wat vir u omgee, in u inkassie aflewer.

"Burger King het beslis 'n risiko geneem om hierdie pad te volg. [En] selfs al lei die advertensie nie tot meer verkope van Whoppers nie, het dit 'n belangrike gesprek begin oor privaatheid en etiek van advertensies op hierdie nuwe platforms," ​​sê sy.


Burger King stel 'n TV -advertensie bekend wat Google Home veroorsaak: 'n slim bemarkingstrok of 'n indringende foefie?

Die nuwe advertensie het kommer uitgespreek oor privaatheid en veiligheid in 'n wêreld van 'altyd luister' na slim toestelle.

Woensdag het 'n Burger King -televisie -advertensie waarskynlik die eerste keer geword wat opsetlik slim toestelle soos Google Home en Android -fone veroorsaak het. In die advertensie staan ​​'n akteur voor die kamera en gee duidelik die frase: "Okay, Google. Wat is die Whopper -burger?" aan die einde van die advertensie.

Rondom die land het die klankgreep op 'n aantal toestelle reageer, met telefone en slim luidsprekers wat die bestanddele in die burger op die inligtingsblad van Whopper op Wikipedia bevat.

Die nuwe advertensie is egter nie goed ontvang deur almal nie. Sommige het die advertensie as 'n oorlas beskou, terwyl ander die advertensie 'n ongemaklike herinnering was aan die indringing van advertensies in 'n wêreld vol "altyd luisterende" slimtoestelle. Google, wat nie met Burger King geraadpleeg het vir die advertensie nie, het die Google Home se funksie uitgeskakel om binne 'n dag na die eerste uitsending deur die advertensie wakker gemaak te word.

Die reaksie op die nuwe advertensie beklemtoon baie van die kommer oor privaatheid en bekommernisse oor veiligheid in 'n toenemend digitale wêreld. Alhoewel dit moontlik die eerste advertensie is wat gebruikers wat reeds 'n Google Home of 'n ander luisterende toestel besit, teiken, is privaatheidsstrategieë wat ondernemings gebruik om kliënte te teiken, niks nuuts nie, sê Saleem Alhabash, professor in openbare betrekkinge en sosiale media aan Michigan State University in East Lansing, Mich.

"Gedragsgerigte is nou al 'n geruime tyd toegepas," het dr. Alhabash in 'n e -pos aan The Christian Science Monitor gesê. "Adverteerders, insluitend Google, het ons digitale spore opgeteken en deur middel van algoritmiese manipulasie, vir ons advertensies op maat gegee wat vir ons meer betekenisvol is."

Kritiese rasteorie: Wie kan besluit wat geskiedenis is?

Die nuwe Burger King -advertensie is bloot 'n uitbreiding van hierdie algemene filosofie, sê hy. Alhoewel dit op die voorpunt is van nuwe soorte advertensies soos hierdie, kan dit groot vrugte afwerp, maar dit kan ook riskant wees. Die terugslag van verbruikers kan immers moeilik wees om te voorspel, veral met 'n nuwe soort advertensie soos hierdie.

"In verskillende generasiegroepe is verbruikers deeglik bewus van die gevare en bedreigings vir hul eie veiligheid en privaatheid aanlyn. Hulle weet wat die ooreenkoms is," voeg Alhabash by. "In baie gevalle is hulle van mening dat die beskerming van hul privaatheid aanlyn so 'n gedrang is dat hulle uiteindelik verslaan voel en toegee aan die idee dat hulle nie hul privaatheid kan beskerm nie. Maar as 'n advertensie soos die Burger King een na die oppervlak dryf, word verbruikers daaraan herinner hoe kwesbaar hulle is. "

Dit, sê hy, is deel van die rede waarom hierdie advertensie so 'n dissonante koord by baie kykers getref het. Maar dit was nie die enigste manier waarop die advertensie teruggekeer het nie.

Toe die nuwe advertensie die eerste keer begin verskyn het, het baie kykers besef dat die inligting wat deur Google Homes en Android -toestelle voorgelees is, direk van Wikipedia afkomstig is, wat deur almal geredigeer kan word. Binnekort is die beskrywing van die Whopper op die Wikipedia -bladsy gewysig om 'n lys met fiktiewe en walglike bestanddele te bevat, met een wysiging wat die Whopper identifiseer as 'die ergste hamburgerproduk' wat deur die kitskosketting verkoop word. Burger King het vinnig stappe gedoen om 'n meer aangename Wikipedia-inskrywing te herstel, maar kort voor lank het dit 'n ander probleem ondervind: Google.

'Google is nie hieroor geraadpleeg nie, en daarom word geen advertensiedolles vir hierdie advertensie bestee nie,' sê Alhabash. "Google wil 'n stukkie koek hê."

Die tegnologiereus was in die posisie dat sy eie produkte geaktiveer word in 'n advertensie waarvan baie mense nie hou nie, sonder enige vergoeding. Kort voor lank het gebruikers gerapporteer dat die nuwe advertensie hul Google Homes nie meer geaktiveer het nie, en Burger King het The New York Times meegedeel dat Google wysigings aangebring het wat spesifiek verhoed het dat die advertensie se toestelle wakker word, en sodoende die doeltreffendheid van die nuwe veldtog verswak.

Die deaktivering deur Google kom slegs 'n paar weke nadat die tegnologie-reus in 'n soortgelyke posisie as Burger King beland het toe sommige Google Home-gebruikers negatief reageer op 'n promosie vir Disney se onlangse live-action Beauty and the Beast-film wat tussenin gestop is. die weer en die nuus. Volgens 'n woordvoerder van Google, was die promosie, wat op 'n paar toestelle op die dag van die film vrygestel is, 'nie 'n advertensie nie'.

Maar ondanks die redelike hoeveelheid negatiewe terugvoering vir hierdie soort indringende advertensies, kan die nuwe Burger King -advertensie - sowel as enige advertensies wat opduik - nog steeds 'n sukses wees, sê Jenny Olson, professor in bemarking aan die Universiteit van Kansas in Lawrence, Kan.

"Uit 'n bemarkingsoogpunt het Burger King hul doel bereik om verbruikers se aandag te trek in 'n toenemend versadigde mediascape," het dr. Olson per e -pos aan die Monitor gesê. 'Eerlik gesê, toe ek die eerste keer van die advertensie hoor (ten spyte van moontlike kommer oor privaatheid), was my reaksie' Wow, dit is redelik slim! ' Hierdie soort advertensies sal ons meer sien as AI -toestelle meer gereeld in ons huise voorkom. "

Die doel van reklame is immers om gons te maak - nie net oor die produk nie, maar ook oor die advertensie self - en in hierdie opsig was die indringende advertensie uiters suksesvol, sê Olson.

Laat die monitorstories wat vir u omgee, in u inkassie aflewer.

"Burger King het beslis 'n risiko geneem om hierdie pad te volg. [En] selfs al lei die advertensie nie tot 'n groter verkoop van Whoppers nie, het dit 'n belangrike gesprek begin oor privaatheid en etiek van advertensies op hierdie nuwe platforms," ​​sê sy.


Burger King stel 'n TV -advertensie bekend wat Google Home veroorsaak: 'n slim bemarkingstrok of 'n indringende foefie?

Die nuwe advertensie het kommer uitgespreek oor privaatheid en veiligheid in 'n wêreld van 'altyd luister' na slim toestelle.

Woensdag het 'n Burger King -televisie -advertensie waarskynlik die eerste keer geword wat opsetlik slim toestelle soos Google Home en Android -fone veroorsaak het. In die advertensie staan ​​'n akteur voor die kamera en gee duidelik die frase: "Okay, Google. Wat is die Whopper -burger?" aan die einde van die advertensie.

Rondom die land het die klankgreep op 'n aantal toestelle reageer, met telefone en slim luidsprekers wat die bestanddele in die burger op die inligtingsblad van Whopper op Wikipedia bevat.

Die nuwe advertensie is egter nie goed ontvang deur almal nie. Sommige het die advertensie as 'n oorlas beskou, terwyl ander die advertensie 'n ongemaklike herinnering was aan die indringing van advertensies in 'n wêreld vol "altyd luisterende" slimtoestelle. Google, wat nie met Burger King geraadpleeg het vir die advertensie nie, het die Google Home se funksie uitgeskakel om binne 'n dag na die eerste uitsending deur die advertensie wakker gemaak te word.

Die reaksie op die nuwe advertensie beklemtoon baie van die kommer oor privaatheid en bekommernisse oor veiligheid in 'n toenemend digitale wêreld. Alhoewel dit moontlik die eerste advertensie is wat gebruikers wat reeds 'n Google Home of 'n ander luisterende toestel besit, teiken, is privaatheidsstrategieë wat ondernemings gebruik om kliënte te teiken, niks nuuts nie, sê Saleem Alhabash, professor in openbare betrekkinge en sosiale media in Michigan State University in East Lansing, Mich.

"Gedragsgerigte is nou al 'n geruime tyd toegepas," het dr. Alhabash in 'n e -pos aan The Christian Science Monitor gesê. "Adverteerders, insluitend Google, het ons digitale spore opgeteken en deur middel van algoritmiese manipulasie, vir ons advertensies op maat gegee wat vir ons meer betekenisvol is."

Kritiese rasteorie: Wie kan besluit wat geskiedenis is?

Die nuwe Burger King -advertensie is bloot 'n uitbreiding van hierdie algemene filosofie, sê hy. Maar hoewel dit op die voorpunt is van nuwe soorte advertensies soos hierdie, kan dit groot vrugte afwerp, maar dit kan ook riskant wees. Die terugslag van verbruikers kan immers moeilik wees om te voorspel, veral met 'n nuwe soort advertensie soos hierdie.

"In verskillende generasiegroepe is verbruikers deeglik bewus van die gevare en bedreigings vir hul eie veiligheid en privaatheid aanlyn. Hulle weet wat die ooreenkoms is," voeg Alhabash by. "In baie gevalle voel hulle dat die beskerming van hul privaatheid aanlyn so 'n gedrang is dat hulle uiteindelik verslaan voel en toegee aan die idee dat hulle nie hul privaatheid kan beskerm nie. Maar as 'n advertensie soos die Burger King een na die oppervlak dryf, word verbruikers daaraan herinner hoe kwesbaar hulle is. "

Dit is volgens hom deel van die rede waarom hierdie advertensie so 'n dissonante koord by baie kykers getref het. Maar dit was nie die enigste manier waarop die advertensie teruggekeer het nie.

Toe die nuwe advertensie die eerste keer begin verskyn het, het baie kykers besef dat die inligting wat deur Google Homes en Android -toestelle voorgelees is, direk van Wikipedia afkomstig is, wat deur almal geredigeer kan word. Binnekort is die beskrywing van die Whopper op die Wikipedia -bladsy gewysig om 'n lys met fiktiewe en walglike bestanddele te bevat, met een wysiging wat die Whopper identifiseer as 'die ergste hamburgerproduk' wat deur die kitskosketting verkoop word. Burger King het vinnig stappe gedoen om 'n meer aangename Wikipedia-inskrywing te herstel, maar kort voor lank het dit 'n ander probleem ondervind: Google.

'Google is nie hieroor geraadpleeg nie, en daarom word geen advertensiedollies vir hierdie advertensie bestee nie,' sê Alhabash. "Google wil 'n stukkie koek hê."

Die tegnologiereus was in die posisie dat sy eie produkte geaktiveer word in 'n advertensie waarvan baie mense nie hou nie, sonder enige vergoeding. Kort voor lank het gebruikers gerapporteer dat die nuwe advertensie hul Google Homes nie meer geaktiveer het nie, en Burger King het The New York Times meegedeel dat Google wysigings aangebring het wat spesifiek verhoed het dat die advertensie se toestelle wakker word, en sodoende die doeltreffendheid van die nuwe veldtog verswak.

Die deaktivering deur Google kom slegs 'n paar weke nadat die tegnologie-reus hom in 'n soortgelyke posisie as Burger King bevind het toe sommige Google Home-gebruikers negatief reageer op 'n promosie vir Disney se onlangse live-action Beauty and the Beast-film wat tussenin gestop is. die weer en die nuus. Volgens 'n woordvoerder van Google was die promosie, wat op 'n paar toestelle op die dag van die film vrygestel is, 'nie 'n advertensie nie'.

Maar ondanks die redelike hoeveelheid negatiewe terugvoer vir hierdie soort indringende advertensies, kan die nuwe Burger King -advertensie - sowel as enige advertensies wat opduik - nog steeds 'n sukses wees, sê Jenny Olson, professor in bemarking aan die Universiteit van Kansas in Lawrence, Kan.

"Uit 'n bemarkingsoogpunt het Burger King hul doel bereik om verbruikers se aandag te trek in 'n toenemend versadigde mediascape," het dr. Olson per e -pos aan die Monitor gesê. 'Eerlik gesê, toe ek die eerste keer van die advertensie hoor (ten spyte van moontlike kommer oor privaatheid), was my reaksie' Wow, dit is redelik slim! ' Hierdie soort advertensies sal ons meer sien as AI -toestelle meer gereeld in ons huise voorkom. "

Die doel van reklame is immers om gons te maak - nie net oor die produk nie, maar ook oor die advertensie self - en in hierdie opsig was die indringende advertensie uiters suksesvol, sê Olson.

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"Burger King het beslis 'n risiko geneem om hierdie pad te volg. [En] selfs al lei die advertensie nie tot meer verkope van Whoppers nie, het dit 'n belangrike gesprek begin oor privaatheid en etiek van advertensies op hierdie nuwe platforms," ​​sê sy.


Burger King stel 'n TV -advertensie bekend wat Google Home veroorsaak: 'n slim bemarkingstrok of 'n indringende foefie?

Die nuwe advertensie het kommer uitgespreek oor privaatheid en veiligheid in 'n wêreld van 'altyd luister' na slim toestelle.

Woensdag het 'n Burger King -televisie -advertensie waarskynlik die eerste keer geword wat opsetlik slim toestelle soos Google Home en Android -fone veroorsaak het. In die advertensie staan ​​'n akteur voor die kamera en gee duidelik die frase: "Okay, Google. Wat is die Whopper -burger?" aan die einde van die advertensie.

Rondom die land het die klankgreep op 'n aantal toestelle reageer, met telefone en slim luidsprekers wat die bestanddele in die burger op die inligtingsblad van Whopper op Wikipedia bevat.

Die nuwe advertensie is egter nie goed ontvang deur almal nie. Sommige het die advertensie as 'n oorlas beskou, terwyl ander die advertensie as 'n ongemaklike herinnering aan die indringing van advertensies in 'n wêreld met 'altyd luisterende' slimtoestelle beskou het. Google, wat nie met Burger King geraadpleeg het vir die advertensie nie, het die Google Home se funksie uitgeskakel om binne 'n dag na die eerste uitsending deur die advertensie wakker gemaak te word.

Die reaksie op die nuwe advertensie beklemtoon baie van die kommer wat verband hou met privaatheid en bekommernisse oor veiligheid in 'n toenemend digitale wêreld. Alhoewel dit moontlik die eerste advertensie is wat gebruikers wat reeds 'n Google Home of 'n ander luisterende toestel besit, teiken, is privaatheidsstrategieë wat ondernemings gebruik om kliënte te teiken, niks nuuts nie, sê Saleem Alhabash, professor in openbare betrekkinge en sosiale media in Michigan State University in East Lansing, Mich.

"Gedragsgerigte is nou al 'n geruime tyd toegepas," het dr. Alhabash in 'n e -pos aan The Christian Science Monitor gesê. "Adverteerders, insluitend Google, het ons digitale spore en deur algoritmiese manipulasie opgeteken, wat ons advertensies op maat bied wat vir ons meer betekenisvol is."

Kritiese rasteorie: Wie kan besluit wat geskiedenis is?

Die nuwe Burger King -advertensie is bloot 'n uitbreiding van hierdie algemene filosofie, sê hy. Maar hoewel dit op die voorpunt is van nuwe soorte advertensies soos hierdie, kan dit groot vrugte afwerp, maar dit kan ook riskant wees. Die terugslag van verbruikers kan immers moeilik wees om te voorspel, veral met 'n nuwe soort advertensie soos hierdie.

"In verskillende generasiegroepe is verbruikers deeglik bewus van die gevare en bedreigings vir hul eie veiligheid en privaatheid aanlyn. Hulle weet wat die ooreenkoms is," voeg Alhabash by. "In baie gevalle is hulle van mening dat die beskerming van hul privaatheid aanlyn so 'n gedrang is dat hulle uiteindelik verslaan voel en toegee aan die idee dat hulle nie hul privaatheid kan beskerm nie. Maar as 'n advertensie soos die Burger King een na die oppervlak dryf, word verbruikers daaraan herinner hoe kwesbaar hulle is. "

Dit is volgens hom deel van die rede waarom hierdie advertensie so 'n dissonante koord by baie kykers getref het. Maar dit was nie die enigste manier waarop die advertensie teruggekeer het nie.

Toe die nuwe advertensie die eerste keer begin verskyn het, het baie kykers besef dat die inligting wat deur Google Homes en Android -toestelle voorgelees is, direk van Wikipedia afkomstig is, wat deur almal geredigeer kan word. Binnekort is die beskrywing van die Whopper op die Wikipedia -bladsy gewysig om 'n lys met fiktiewe en walglike bestanddele te bevat, met een wysiging wat die Whopper identifiseer as 'die ergste hamburgerproduk' wat deur die kitskosketting verkoop word. Burger King quickly took steps to restore a more palatable-sounding Wikipedia entry, but before long it had encountered another problem: Google.

"Google has not been consulted on this, therefore, it is not getting any of the advertising dollars spent on this ad," says Alhabash. "Google wants a piece of the pie."

The tech giant found itself in the position of having its own products activated in an ad that many disliked, without any compensation. Before long, users reported that the new commercial no longer activated their Google Homes, and Burger King informed The New York Times that Google had made alterations that specifically prevented the ad's audio waking up the devices, thereby weakening the effectiveness of the new campaign.

The deactivation by Google comes only a few weeks after the tech giant found itself in a similar position to Burger King when some Google Home users reacted negatively to what seemed to be a promotion for Disney's recent live-action Beauty and the Beast film tucked in between the weather and the news. The promotion, which played on a few devices on the day of the film's release, "wasn't intended to be an ad," according to a Google spokesperson.

But despite the fair amount of negative feedback for this kind of invasive advertising, the new Burger King ad – as well as any copycat commercials that crop up – may yet be a success, says Jenny Olson, a professor of marketing at the University of Kansas in Lawrence, Kan.

"From a marketing standpoint, Burger King achieved their objective of capturing consumers' attention in an increasingly saturated mediascape," Dr. Olson tells the Monitor via email. "Honestly, when I first heard about the ad (despite potential privacy concerns), my reaction was 'Wow, that's pretty clever!' This sort of advertising is something we’re going to be seeing more of as AI devices become more common in our homes."

The purpose of advertising, after all, is to generate buzz – not just about the product, but also about the commercial itself – and in that regard, the invasive ad has been immensely successful, Olson says.

Get the Monitor Stories you care about delivered to your inbox.

"Burger King certainly took a risk in going this route. [And] even if the ad doesn't translate into increased sales of Whoppers, it's started an important conversation about privacy and ethics of advertising on these new platforms," she says.


Burger King launches TV ad that triggers Google Home: clever marketing trick or invasive ploy?

The new ad has raised concerns about privacy and security in a world of 'always listening' smart devices.

On Wednesday, a Burger King television ad likely became the first ever to intentionally trigger smart devices like Google Home and Android phones. In the commercial, an actor faces the camera and clearly enunciates the phrase, "Okay, Google. What is the Whopper burger?" at the end of the advertisement.

Around the country, the audio clip prompted a response on a number of devices, with phones and smart speakers listing off the ingredients in the burger from the Whopper's information page on Wikipedia.

The new ad, however, was not well received by all. Some saw the triggering of their devices by the ad as a nuisance, while others found the commercial to be an uncomfortable reminder of the intrusion of advertising in a world peppered with "always-listening" smart devices. Google, which had not consulted with Burger King for the commercial, disabled the Google Home's ability to be awakened by the advertisement within a day of its first airing.

The response to the new ad highlights many of the concerns associated with privacy and security concerns in an increasingly digital world. But while this might be the first ad to target users who already own a Google Home or other listening smart device, privacy-invading strategies companies use to target customers are nothing new, says Saleem Alhabash, a professor of Public Relations and Social Media at Michigan State University in East Lansing, Mich.

"Behavioral targeting has been applied for quite some time now," Dr. Alhabash tells The Christian Science Monitor in an email. "Advertisers, including Google, have been recording our digital traces and through algorithmic manipulation, providing us with tailored ads that are more meaningful to us."

Critical race theory: Who gets to decide what is history?

The new Burger King ad is simply an extension of this general philosophy, he says. But while being on the cutting edge of new types of advertising like this can pay big dividends, it can also be risky. After all, consumer backlash can be hard to predict, especially with a new type of commercial like this.

"Across different generational groups, consumers are well aware of the dangers and threats to their own security and privacy online. They know what the deal is," Alhabash adds. "In a lot of instances, they feel that protecting their privacy online is such a behemoth that they end up feeling defeated and give in to the idea of them not being able to protect their privacy. However, when an ad like the Burger King one floats to the surface, consumers are reminded of how vulnerable they are."

That, he says, is part of the reason this ad has struck such a dissonant chord with many viewers. But that wasn't the only way the ad backfired.

As the new commercial first began to air, many viewers realized that the information read out by Google Homes and Android devices came directly from Wikipedia, which can be edited by anyone. Soon, the description of the Whopper on the Wikipedia page was altered to contain a list of fictitious and disgusting ingredients, with one edit identifying the Whopper as "the worst hamburger product" sold by the fast food chain. Burger King quickly took steps to restore a more palatable-sounding Wikipedia entry, but before long it had encountered another problem: Google.

"Google has not been consulted on this, therefore, it is not getting any of the advertising dollars spent on this ad," says Alhabash. "Google wants a piece of the pie."

The tech giant found itself in the position of having its own products activated in an ad that many disliked, without any compensation. Before long, users reported that the new commercial no longer activated their Google Homes, and Burger King informed The New York Times that Google had made alterations that specifically prevented the ad's audio waking up the devices, thereby weakening the effectiveness of the new campaign.

The deactivation by Google comes only a few weeks after the tech giant found itself in a similar position to Burger King when some Google Home users reacted negatively to what seemed to be a promotion for Disney's recent live-action Beauty and the Beast film tucked in between the weather and the news. The promotion, which played on a few devices on the day of the film's release, "wasn't intended to be an ad," according to a Google spokesperson.

But despite the fair amount of negative feedback for this kind of invasive advertising, the new Burger King ad – as well as any copycat commercials that crop up – may yet be a success, says Jenny Olson, a professor of marketing at the University of Kansas in Lawrence, Kan.

"From a marketing standpoint, Burger King achieved their objective of capturing consumers' attention in an increasingly saturated mediascape," Dr. Olson tells the Monitor via email. "Honestly, when I first heard about the ad (despite potential privacy concerns), my reaction was 'Wow, that's pretty clever!' This sort of advertising is something we’re going to be seeing more of as AI devices become more common in our homes."

The purpose of advertising, after all, is to generate buzz – not just about the product, but also about the commercial itself – and in that regard, the invasive ad has been immensely successful, Olson says.

Get the Monitor Stories you care about delivered to your inbox.

"Burger King certainly took a risk in going this route. [And] even if the ad doesn't translate into increased sales of Whoppers, it's started an important conversation about privacy and ethics of advertising on these new platforms," she says.


Burger King launches TV ad that triggers Google Home: clever marketing trick or invasive ploy?

The new ad has raised concerns about privacy and security in a world of 'always listening' smart devices.

On Wednesday, a Burger King television ad likely became the first ever to intentionally trigger smart devices like Google Home and Android phones. In the commercial, an actor faces the camera and clearly enunciates the phrase, "Okay, Google. What is the Whopper burger?" at the end of the advertisement.

Around the country, the audio clip prompted a response on a number of devices, with phones and smart speakers listing off the ingredients in the burger from the Whopper's information page on Wikipedia.

The new ad, however, was not well received by all. Some saw the triggering of their devices by the ad as a nuisance, while others found the commercial to be an uncomfortable reminder of the intrusion of advertising in a world peppered with "always-listening" smart devices. Google, which had not consulted with Burger King for the commercial, disabled the Google Home's ability to be awakened by the advertisement within a day of its first airing.

The response to the new ad highlights many of the concerns associated with privacy and security concerns in an increasingly digital world. But while this might be the first ad to target users who already own a Google Home or other listening smart device, privacy-invading strategies companies use to target customers are nothing new, says Saleem Alhabash, a professor of Public Relations and Social Media at Michigan State University in East Lansing, Mich.

"Behavioral targeting has been applied for quite some time now," Dr. Alhabash tells The Christian Science Monitor in an email. "Advertisers, including Google, have been recording our digital traces and through algorithmic manipulation, providing us with tailored ads that are more meaningful to us."

Critical race theory: Who gets to decide what is history?

The new Burger King ad is simply an extension of this general philosophy, he says. But while being on the cutting edge of new types of advertising like this can pay big dividends, it can also be risky. After all, consumer backlash can be hard to predict, especially with a new type of commercial like this.

"Across different generational groups, consumers are well aware of the dangers and threats to their own security and privacy online. They know what the deal is," Alhabash adds. "In a lot of instances, they feel that protecting their privacy online is such a behemoth that they end up feeling defeated and give in to the idea of them not being able to protect their privacy. However, when an ad like the Burger King one floats to the surface, consumers are reminded of how vulnerable they are."

That, he says, is part of the reason this ad has struck such a dissonant chord with many viewers. But that wasn't the only way the ad backfired.

As the new commercial first began to air, many viewers realized that the information read out by Google Homes and Android devices came directly from Wikipedia, which can be edited by anyone. Soon, the description of the Whopper on the Wikipedia page was altered to contain a list of fictitious and disgusting ingredients, with one edit identifying the Whopper as "the worst hamburger product" sold by the fast food chain. Burger King quickly took steps to restore a more palatable-sounding Wikipedia entry, but before long it had encountered another problem: Google.

"Google has not been consulted on this, therefore, it is not getting any of the advertising dollars spent on this ad," says Alhabash. "Google wants a piece of the pie."

The tech giant found itself in the position of having its own products activated in an ad that many disliked, without any compensation. Before long, users reported that the new commercial no longer activated their Google Homes, and Burger King informed The New York Times that Google had made alterations that specifically prevented the ad's audio waking up the devices, thereby weakening the effectiveness of the new campaign.

The deactivation by Google comes only a few weeks after the tech giant found itself in a similar position to Burger King when some Google Home users reacted negatively to what seemed to be a promotion for Disney's recent live-action Beauty and the Beast film tucked in between the weather and the news. The promotion, which played on a few devices on the day of the film's release, "wasn't intended to be an ad," according to a Google spokesperson.

But despite the fair amount of negative feedback for this kind of invasive advertising, the new Burger King ad – as well as any copycat commercials that crop up – may yet be a success, says Jenny Olson, a professor of marketing at the University of Kansas in Lawrence, Kan.

"From a marketing standpoint, Burger King achieved their objective of capturing consumers' attention in an increasingly saturated mediascape," Dr. Olson tells the Monitor via email. "Honestly, when I first heard about the ad (despite potential privacy concerns), my reaction was 'Wow, that's pretty clever!' This sort of advertising is something we’re going to be seeing more of as AI devices become more common in our homes."

The purpose of advertising, after all, is to generate buzz – not just about the product, but also about the commercial itself – and in that regard, the invasive ad has been immensely successful, Olson says.

Get the Monitor Stories you care about delivered to your inbox.

"Burger King certainly took a risk in going this route. [And] even if the ad doesn't translate into increased sales of Whoppers, it's started an important conversation about privacy and ethics of advertising on these new platforms," she says.


Burger King launches TV ad that triggers Google Home: clever marketing trick or invasive ploy?

The new ad has raised concerns about privacy and security in a world of 'always listening' smart devices.

On Wednesday, a Burger King television ad likely became the first ever to intentionally trigger smart devices like Google Home and Android phones. In the commercial, an actor faces the camera and clearly enunciates the phrase, "Okay, Google. What is the Whopper burger?" at the end of the advertisement.

Around the country, the audio clip prompted a response on a number of devices, with phones and smart speakers listing off the ingredients in the burger from the Whopper's information page on Wikipedia.

The new ad, however, was not well received by all. Some saw the triggering of their devices by the ad as a nuisance, while others found the commercial to be an uncomfortable reminder of the intrusion of advertising in a world peppered with "always-listening" smart devices. Google, which had not consulted with Burger King for the commercial, disabled the Google Home's ability to be awakened by the advertisement within a day of its first airing.

The response to the new ad highlights many of the concerns associated with privacy and security concerns in an increasingly digital world. But while this might be the first ad to target users who already own a Google Home or other listening smart device, privacy-invading strategies companies use to target customers are nothing new, says Saleem Alhabash, a professor of Public Relations and Social Media at Michigan State University in East Lansing, Mich.

"Behavioral targeting has been applied for quite some time now," Dr. Alhabash tells The Christian Science Monitor in an email. "Advertisers, including Google, have been recording our digital traces and through algorithmic manipulation, providing us with tailored ads that are more meaningful to us."

Critical race theory: Who gets to decide what is history?

The new Burger King ad is simply an extension of this general philosophy, he says. But while being on the cutting edge of new types of advertising like this can pay big dividends, it can also be risky. After all, consumer backlash can be hard to predict, especially with a new type of commercial like this.

"Across different generational groups, consumers are well aware of the dangers and threats to their own security and privacy online. They know what the deal is," Alhabash adds. "In a lot of instances, they feel that protecting their privacy online is such a behemoth that they end up feeling defeated and give in to the idea of them not being able to protect their privacy. However, when an ad like the Burger King one floats to the surface, consumers are reminded of how vulnerable they are."

That, he says, is part of the reason this ad has struck such a dissonant chord with many viewers. But that wasn't the only way the ad backfired.

As the new commercial first began to air, many viewers realized that the information read out by Google Homes and Android devices came directly from Wikipedia, which can be edited by anyone. Soon, the description of the Whopper on the Wikipedia page was altered to contain a list of fictitious and disgusting ingredients, with one edit identifying the Whopper as "the worst hamburger product" sold by the fast food chain. Burger King quickly took steps to restore a more palatable-sounding Wikipedia entry, but before long it had encountered another problem: Google.

"Google has not been consulted on this, therefore, it is not getting any of the advertising dollars spent on this ad," says Alhabash. "Google wants a piece of the pie."

The tech giant found itself in the position of having its own products activated in an ad that many disliked, without any compensation. Before long, users reported that the new commercial no longer activated their Google Homes, and Burger King informed The New York Times that Google had made alterations that specifically prevented the ad's audio waking up the devices, thereby weakening the effectiveness of the new campaign.

The deactivation by Google comes only a few weeks after the tech giant found itself in a similar position to Burger King when some Google Home users reacted negatively to what seemed to be a promotion for Disney's recent live-action Beauty and the Beast film tucked in between the weather and the news. The promotion, which played on a few devices on the day of the film's release, "wasn't intended to be an ad," according to a Google spokesperson.

But despite the fair amount of negative feedback for this kind of invasive advertising, the new Burger King ad – as well as any copycat commercials that crop up – may yet be a success, says Jenny Olson, a professor of marketing at the University of Kansas in Lawrence, Kan.

"From a marketing standpoint, Burger King achieved their objective of capturing consumers' attention in an increasingly saturated mediascape," Dr. Olson tells the Monitor via email. "Honestly, when I first heard about the ad (despite potential privacy concerns), my reaction was 'Wow, that's pretty clever!' This sort of advertising is something we’re going to be seeing more of as AI devices become more common in our homes."

The purpose of advertising, after all, is to generate buzz – not just about the product, but also about the commercial itself – and in that regard, the invasive ad has been immensely successful, Olson says.

Get the Monitor Stories you care about delivered to your inbox.

"Burger King certainly took a risk in going this route. [And] even if the ad doesn't translate into increased sales of Whoppers, it's started an important conversation about privacy and ethics of advertising on these new platforms," she says.


Burger King launches TV ad that triggers Google Home: clever marketing trick or invasive ploy?

The new ad has raised concerns about privacy and security in a world of 'always listening' smart devices.

On Wednesday, a Burger King television ad likely became the first ever to intentionally trigger smart devices like Google Home and Android phones. In the commercial, an actor faces the camera and clearly enunciates the phrase, "Okay, Google. What is the Whopper burger?" at the end of the advertisement.

Around the country, the audio clip prompted a response on a number of devices, with phones and smart speakers listing off the ingredients in the burger from the Whopper's information page on Wikipedia.

The new ad, however, was not well received by all. Some saw the triggering of their devices by the ad as a nuisance, while others found the commercial to be an uncomfortable reminder of the intrusion of advertising in a world peppered with "always-listening" smart devices. Google, which had not consulted with Burger King for the commercial, disabled the Google Home's ability to be awakened by the advertisement within a day of its first airing.

The response to the new ad highlights many of the concerns associated with privacy and security concerns in an increasingly digital world. But while this might be the first ad to target users who already own a Google Home or other listening smart device, privacy-invading strategies companies use to target customers are nothing new, says Saleem Alhabash, a professor of Public Relations and Social Media at Michigan State University in East Lansing, Mich.

"Behavioral targeting has been applied for quite some time now," Dr. Alhabash tells The Christian Science Monitor in an email. "Advertisers, including Google, have been recording our digital traces and through algorithmic manipulation, providing us with tailored ads that are more meaningful to us."

Critical race theory: Who gets to decide what is history?

The new Burger King ad is simply an extension of this general philosophy, he says. But while being on the cutting edge of new types of advertising like this can pay big dividends, it can also be risky. After all, consumer backlash can be hard to predict, especially with a new type of commercial like this.

"Across different generational groups, consumers are well aware of the dangers and threats to their own security and privacy online. They know what the deal is," Alhabash adds. "In a lot of instances, they feel that protecting their privacy online is such a behemoth that they end up feeling defeated and give in to the idea of them not being able to protect their privacy. However, when an ad like the Burger King one floats to the surface, consumers are reminded of how vulnerable they are."

That, he says, is part of the reason this ad has struck such a dissonant chord with many viewers. But that wasn't the only way the ad backfired.

As the new commercial first began to air, many viewers realized that the information read out by Google Homes and Android devices came directly from Wikipedia, which can be edited by anyone. Soon, the description of the Whopper on the Wikipedia page was altered to contain a list of fictitious and disgusting ingredients, with one edit identifying the Whopper as "the worst hamburger product" sold by the fast food chain. Burger King quickly took steps to restore a more palatable-sounding Wikipedia entry, but before long it had encountered another problem: Google.

"Google has not been consulted on this, therefore, it is not getting any of the advertising dollars spent on this ad," says Alhabash. "Google wants a piece of the pie."

The tech giant found itself in the position of having its own products activated in an ad that many disliked, without any compensation. Before long, users reported that the new commercial no longer activated their Google Homes, and Burger King informed The New York Times that Google had made alterations that specifically prevented the ad's audio waking up the devices, thereby weakening the effectiveness of the new campaign.

The deactivation by Google comes only a few weeks after the tech giant found itself in a similar position to Burger King when some Google Home users reacted negatively to what seemed to be a promotion for Disney's recent live-action Beauty and the Beast film tucked in between the weather and the news. The promotion, which played on a few devices on the day of the film's release, "wasn't intended to be an ad," according to a Google spokesperson.

But despite the fair amount of negative feedback for this kind of invasive advertising, the new Burger King ad – as well as any copycat commercials that crop up – may yet be a success, says Jenny Olson, a professor of marketing at the University of Kansas in Lawrence, Kan.

"From a marketing standpoint, Burger King achieved their objective of capturing consumers' attention in an increasingly saturated mediascape," Dr. Olson tells the Monitor via email. "Honestly, when I first heard about the ad (despite potential privacy concerns), my reaction was 'Wow, that's pretty clever!' This sort of advertising is something we’re going to be seeing more of as AI devices become more common in our homes."

The purpose of advertising, after all, is to generate buzz – not just about the product, but also about the commercial itself – and in that regard, the invasive ad has been immensely successful, Olson says.

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"Burger King certainly took a risk in going this route. [And] even if the ad doesn't translate into increased sales of Whoppers, it's started an important conversation about privacy and ethics of advertising on these new platforms," she says.


Burger King launches TV ad that triggers Google Home: clever marketing trick or invasive ploy?

The new ad has raised concerns about privacy and security in a world of 'always listening' smart devices.

On Wednesday, a Burger King television ad likely became the first ever to intentionally trigger smart devices like Google Home and Android phones. In the commercial, an actor faces the camera and clearly enunciates the phrase, "Okay, Google. What is the Whopper burger?" at the end of the advertisement.

Around the country, the audio clip prompted a response on a number of devices, with phones and smart speakers listing off the ingredients in the burger from the Whopper's information page on Wikipedia.

The new ad, however, was not well received by all. Some saw the triggering of their devices by the ad as a nuisance, while others found the commercial to be an uncomfortable reminder of the intrusion of advertising in a world peppered with "always-listening" smart devices. Google, which had not consulted with Burger King for the commercial, disabled the Google Home's ability to be awakened by the advertisement within a day of its first airing.

The response to the new ad highlights many of the concerns associated with privacy and security concerns in an increasingly digital world. But while this might be the first ad to target users who already own a Google Home or other listening smart device, privacy-invading strategies companies use to target customers are nothing new, says Saleem Alhabash, a professor of Public Relations and Social Media at Michigan State University in East Lansing, Mich.

"Behavioral targeting has been applied for quite some time now," Dr. Alhabash tells The Christian Science Monitor in an email. "Advertisers, including Google, have been recording our digital traces and through algorithmic manipulation, providing us with tailored ads that are more meaningful to us."

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The new Burger King ad is simply an extension of this general philosophy, he says. But while being on the cutting edge of new types of advertising like this can pay big dividends, it can also be risky. After all, consumer backlash can be hard to predict, especially with a new type of commercial like this.

"Across different generational groups, consumers are well aware of the dangers and threats to their own security and privacy online. They know what the deal is," Alhabash adds. "In a lot of instances, they feel that protecting their privacy online is such a behemoth that they end up feeling defeated and give in to the idea of them not being able to protect their privacy. However, when an ad like the Burger King one floats to the surface, consumers are reminded of how vulnerable they are."

That, he says, is part of the reason this ad has struck such a dissonant chord with many viewers. But that wasn't the only way the ad backfired.

As the new commercial first began to air, many viewers realized that the information read out by Google Homes and Android devices came directly from Wikipedia, which can be edited by anyone. Soon, the description of the Whopper on the Wikipedia page was altered to contain a list of fictitious and disgusting ingredients, with one edit identifying the Whopper as "the worst hamburger product" sold by the fast food chain. Burger King quickly took steps to restore a more palatable-sounding Wikipedia entry, but before long it had encountered another problem: Google.

"Google has not been consulted on this, therefore, it is not getting any of the advertising dollars spent on this ad," says Alhabash. "Google wants a piece of the pie."

The tech giant found itself in the position of having its own products activated in an ad that many disliked, without any compensation. Before long, users reported that the new commercial no longer activated their Google Homes, and Burger King informed The New York Times that Google had made alterations that specifically prevented the ad's audio waking up the devices, thereby weakening the effectiveness of the new campaign.

The deactivation by Google comes only a few weeks after the tech giant found itself in a similar position to Burger King when some Google Home users reacted negatively to what seemed to be a promotion for Disney's recent live-action Beauty and the Beast film tucked in between the weather and the news. The promotion, which played on a few devices on the day of the film's release, "wasn't intended to be an ad," according to a Google spokesperson.

But despite the fair amount of negative feedback for this kind of invasive advertising, the new Burger King ad – as well as any copycat commercials that crop up – may yet be a success, says Jenny Olson, a professor of marketing at the University of Kansas in Lawrence, Kan.

"From a marketing standpoint, Burger King achieved their objective of capturing consumers' attention in an increasingly saturated mediascape," Dr. Olson tells the Monitor via email. "Honestly, when I first heard about the ad (despite potential privacy concerns), my reaction was 'Wow, that's pretty clever!' This sort of advertising is something we’re going to be seeing more of as AI devices become more common in our homes."

The purpose of advertising, after all, is to generate buzz – not just about the product, but also about the commercial itself – and in that regard, the invasive ad has been immensely successful, Olson says.

Get the Monitor Stories you care about delivered to your inbox.

"Burger King certainly took a risk in going this route. [And] even if the ad doesn't translate into increased sales of Whoppers, it's started an important conversation about privacy and ethics of advertising on these new platforms," she says.