By now, our Google Alexa has gone crazy over “what is the Whopper burger” and yes, we’ve Googled that other “place where the coke tastes SO good.”
Why? Because TV and video alone cannot successfully reach a target audience. Today, consumers are even more connected than they’d like to admit. Especially, when watching TV. According to Facebook, 68 percent of people access their mobile device while they watch TV, while 75 percent access a second screen. We’re connected. We’re on multiple screens, devices and personal assistants.
With that said, brands are acknowledging this and including them within their marketing. To advertise their Whopper burger, Burger King debuted a :15 second video ad that triggered Google Homes to answer the question, engaging the viewer and their device at the same time.
Google quickly disabled the ad from engaging with the Google Homes. This didn’t stop Burger King. During late night TV, a second ad aired and hacked the voice activated device again.
And they’re not the only ones engaging (or encouraging engagement with) Google. McDonald’s decided to involve Google in their latest brand video, a little differently.
What do you think? Did Burger King violate personal assistants? Is McDonald’s response ad clever or petty? Excuse us while we go get a Coke and mull this over.
For more trends and insights, subscribe to the Brogan Weekly Recap.