Google home is a voice-activated speaker powered by the Google Assistant, developed as a competitor to Amazon’s Alexa. As with its Google Glass offering, you summon help from Google Assistant with the phrase, “Okay, Google…”
Creatives at Burger King decided to leverage the new technology in an innovative–but ultimately disastrous–campaign. In a 15-second spot, a spokesman says he doesn’t have the time to describe the wonders of the chain’s signature sandwich. Instead, he says, “Okay, Google, what is the Whopper burger?” Google Assistant’s algorithm goes straight to the source: the Whopper’s Wikipedia entry, which Burger King’s marketing team had edited.
The response was swift, with multiple Wikipedia editors calling out the company for breaking its community rules, and consumers editing the pages in a negative light, including:
“The Whopper is a burger, consisting of a flame-grilled patty made with 100% medium-sized child with no preservatives or fillers, topped with sliced tomatoes, onions, lettuce, cyanide, pickles, ketchup, and mayonnaise, served on a sesame-seed bun.”
According to reports, Google disabled the feature just two hours after the campaign began.
This “social media altercation” is one of many examples of the tension between brands and consumers, and a good illustration of the vigilance with which consumers monitor corporate actions, lashing back as needed.
Was Burger King technologically savvy or just naive? What do you think?