I came across an ad at AdAge.com that was very interesting. The article discussed a commercial by Burger King that contained audio comments that were designed to trigger smart listening devices around those viewing the commercial, such as Google Home and Alexa. The actor in the commercial said " Okay, Google. What is the Whopper burger?" at the end of the advertisement, which was a marketing stunt designed by Burger King to affect audiences smart listening devices. Burger King did not consult with Google on this commercial, and Google Home quickly made adjustments to their system. The article went on to discuss the importance of audio branding in marketing, especially with the increase in smart listening devices. The marketing challenge that burger faced was how to reach the customer through all the other noise in the environment. Burger King did something remarkable, even if it annoyed a few people. The additional press that Burger King got for the Whopper hamburger was worth the marketing stunt. I'm sure there will be many more copy cat commercials in the future, but it worked for Burger King. Burger King's value proposition is the flame broiled barbeque process for their Whoppers at a fair price. They are the king of all fast food burger places. Fast drive thru and thousands of locations for the busy families. Delicious food at fair prices.
What I learned from this article is the importance of identifying your brand in all areas. As important as the logo is for a business, the sound that is related to your product is just as important. As the article mentioned with so many advances in smart devices, smart listening and audio branding can stick with consumers for a long time. Burger King Hijack's Google Home Video Discussion
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