Forget Burger King’s Google Home Gag. Here’s the Real Way to Win Voice
By Lauren Stacy • April 21, 2017
Burger King’s ad targeting Google Homes across the country—triggering devices to spew burger facts from Wikipedia—marked the first time a brand used a commercial to purposefully provoke responses beyond human emotions. Instead of embracing the excitement and adoption of voice as a vehicle to connect with consumers on a new and emerging channel though, it used voice as a gag. Even if this incident just scratched the surface, that a marketer the size of Burger King is considering voice for a major brand initiative is a demonstration of how far the channel has come and hints at the opportunities for brands in the future.