Archive for the ‘marketing’ Category
“Okay Google, what is the Whopper Burger?”
And that is how the gauntlet was thrown down on the new battlefield yesterday for garnering advertising eyes…errr, ears… in the home assistant device age.
The very same company that encouraged Facebookers to delete their Facebook friends just to get a free burger, and whose mascot who strangly appeared in the corridor with Justin Bieber just before the Manny Pacquiao/Floyd Mayweather fight, has taken guerrilla marketing into the AI age.
First, a little on how Google Home works. Like it’s progenitor, Google Home has a trigger phrase whereby it starts to listen to its owner. In Google’s case, it’s “Okay Google…” followed by the person’s request.
So Burger King figured it would get some free digital media by building some TV ads that made a call out to the Google Home device, whereby it said “Okay Google, what is the Whopper burger?”
To which one would logically ask, from whence came the answer?
In Burger King’s case, reports The Verge, they decided to use the Wikipedia entry, which Burger King apparently edited to read as follows:
“The Whopper is a burger, consisting of a flame-grilled patty made with 100 percent beef with no preservatives or fillers, topped with sliced tomatoes, onions, lettuce, pickles, ketchup, and mayonnaise, served on a sesame-seed bun.”
– via The Verge
Never mind the fact, The Verge observes, that it sounds an awful lot like ad copy, or that just about anybody (Ronald McDonald, anyone?) could go and edit it on a whim.
To make this even more “meta,” the “Whopper Burger” Wikipedia entry now has a reference to this whole escapade:
On April 12, 2017, Burger King released a new commercial, in which an employee states that he had to find a different way to explain a Whopper because they only had 15 seconds, after which he states “OK Google, what is the Whopper burger?”. The dialogue was designed to trigger voice searches on Android devices and Google Home smart speakers configured to automatically respond to the phrase “OK Google”. The specific query causes the device to read out a snippet sourced from Wikipedia’s article on the Whopper. However, prior to the ad’s premiere, the article had been edited by a user who was believed to have ties to the company, so that Google’s automatically-generated response to the query would be a detailed description of the Whopper burger that utilized promotional language. The edits were reverted for violating Wikipedia’s policies discouraging “shameless self-promotion”. Furthermore, the snippet became the target of vandalism; at one point, the relevant section listed the sandwich’s ingredients as including “rat meat” and “toenail clippings”, and some users reported that Google Home had relayed information from vandalized revisions. A few hours later, Google disabled the ability for the ad to trigger automatic voice detection on these devices, preventing the promotional query from being read. Wikipedia also semi-protected the Whopper article to prevent the promotional descriptions or vandalism from being re-inserted.
– via en.wikipedia.org
I kind of gave away the denouement there at the end — Google caught on to the cunning King of the Burger and, before it could spend all that money from all those hard-earned Whoppers on its TV media buy, whose spots would set Google Home assistants a burgerin’ across the country, Google disabled the ability for the ad to trigger the automatic voice detection.
“Okay Burger King, what do you do now???”
I guess they can just bask in the glory of their short-lived PR stunt, which brought far more attention to the Whopper than any Google Home assistant was ever likely to land.
Then again, the ultimate joke may just be on Google. The good Burger King PR for being so clever could very well rub off negatively on the broader home assistant market.
Burger King, I’ll gladly pay you Tuesday for a Google Home assistant today.
And for the record, all this craziness is precisely why I bought the Amazon Tap, the device that we humans have to hit a button to actually turn the thing on.
You know, that old-fashioned idea of the man actually controlling the machine?
I just returned from a nice long weekend with my buddies out in West Texas, where we held our annual “South Austin Gun Camp.”
Don’t worry, nobody was hurt…well, save for that Easter Bunny pinata which made too compelling a target for our collective target practice to resist.
Speaking of targets, they were mostly old beer cans and paper zombies, but a good time was had by all and the weather mostly cooperated for our three day camp out.
I include in this post a pic of one of the shooting activities I semi excel at, which is skeet shooting (called “Olympic Skeet” in the Olympic games, the U.S. team for which I will not be selected for anytime soon).
Today, however, it’s been email catchup and back to work.
Out in West Texas, I had limited access to any technology. My LG Cosmos II scantly picked up a Verizon signal, so every once in a while I would get a data dump so I could scan my personal email.
The lack of data connectivity made it a little difficult to keep up with the Sweet 16 results and the PGA event in Houston, but I was able to play catch up on those once back at Turboville late Sunday afternoon.
In the “While You Were Out” category, I noticed this story about Nuance Communications’ efforts to release “Voice Ads,” a “new mobile advertising format that lets people have a two-way conversation with brands.”
For the record, I’m a big Nuance (and voice dictation/speech recognition, more generally) fan, but the idea of my talking to a brand made me laugh out loud.
What happens when the brand can talk back to me?
“Hello, Budweiser. I’ll have one of you.”
“Could I see your ID, please?”
“You asked for one of me. I’m Budweiser, an adult alcoholic beverage, and you must be 21 or older to speak with me, much less consume me. Could I see your ID, please?”
“Sorry, I left it at home.”
“I’m sorry, too. You must be 21 or older to talk to this Budweiser.”
Upstart Business Journal has all the details, ‘splainin’ that Nuance has already signed up marketing partners like Digitas, OMD, and Leo Burnett to reach the approximate 100,000 app publishers out there in the world today.
And no question, mobile marketing is a huge market — I’m just not sure how many people are ready to talk to their brands.
If they are, it’s surely to help them get something useful done. I can easily envision this mobile app from JetBlue sometime soon:
“Why am I so late, JetBlue Voice?”
“Your plane was delayed.”
“Why was my plane delayed, JetBlue Voice? I need to get to New York. I have a meeting!”
“Could you please enter your confirmation number?”
“It’s in another part of my smartphone, and I can’t find it because I’m talking to you. Don’t you have voice recognition or something?”
“Perhaps you could call back another time when you have your confirmation number. Thank you for calling JetBlue’s advertising.”
No no, NOTHING could go wrong with mobile voice advertising!
Anybody watch that Samsung Galaxy S4 launch last night on the Webcast from Radio City Music Hall in New York City?
Well, the latest episode of Smash it certainly was not. I think the entire show could probably have used a dramaturg, but hey, what do I know? The last show I saw at Radio City Music Hall was Iron Maiden sometime around 1985.
But, if Samsung doesn’t exactly have a handle on the number of the thespian beast, they certainly do seem to have learned how to make smartphones.
Once I got past all the drama last night, I was ready to shell out a few hundred bucks to move back into the smartphone camp (I’m currently carrying an LG feature phone from Verizon, because unlike most people, I actually still use my cell phone to TALK to OTHER HUMAN BEINGS.) I currently depend on an iPod Touch 5th gen for most of my tablet computing (news consumption, email, calendaring, shooter games, travel, etc.)
But at some point, I’m going to create my own harmonic computing convergence and try to come back to one device.
Of course, the price point for an unlocked Galaxy S4 will likely require a second mortage, and that’s if you can even find one.
So I’m also keeping an eye on the downmarket players like BLU Products, a little known player from whom I recently ordered an unlocked feature phone for $35 that I now use as my bat phone.
BLU is introducing a whole slate of new smartphones in April, entitled “Live View,” “Life One,” and “Life Play,” all of which will allegedly be sold unlocked on Amazon and range between $229 and $299.
The Life View model will include a 5.7-inch display (bigger than the Galaxy 5 at 5 inches), a 12-megapixel rear/5-megapixel front camera, 1GB RAM, 16GB of expandable storage, and also a 2,600Ah battery for those lonnngg plane rides to Bangalore.
I imagine that phone will be “good enough,” and you can learn more here on Engadget.
What’s apparently not good enough for Google is having an RSS reader. It was just announced that Google Reader was going to be taken out back to the Google woodshed and shot, as of July 1 of this year, a resultant casualty of Google’s annual “Spring Cleaning.”
To whit I ask, couldn’t they have found something less useful to “clean?”
Not to pile on, but this is a really dumb move for Google, if not for the bad PR value alone (and there’s been plenty of that). Google Reader was a beloved product, if only by the niche social digerati — you know, all those massive influencers with a big social media megaphone.
For my money, it’s a jaded move — Google’s not making any money off Reader, and RSS feeds are notoriously difficult to measure, so why not bury it in the Mountain View backyard? On the other hand, it would be nice for them to keep a useful tool that helps we bloggers keep our blogging sanity, and Reader does/did? just that.
C’est la Google vie…I’ve turned to Feedly online and on the iPod, and Reeder on the Mac, to assuage my soon-to-be Google Readerless existence. So far, I’m digging the newspaper-ish like layout. I just hope I can learn how to add and subtract feeds as easily as I was able to on the Google Reader cloud.
As for my post-SXSW-partum depression, the sun’s shining in Austin and I plan to get out and play some golf this weekend. But I’ll just say this: For me, Best SouthBy ever. I saw a lot of great speakers and sessions, talked to a lot of cool and interesting people, consumed some of my native city’s great food and drink, and enjoyed myself all the way around.
And for those of you who made it to the IBM party at Haven Saturday night, well how about that? Definitely NOT your father’s IBM.
The bar she has been raised.
The news dam has begun to break at the IBM Information On Demand And Business Analytics Forum here in Vegas.
One of the highlights of today’s announcement was IBM’s unveiling of a new digital marketing system and big data software designed to help organizations gain actionable insights.
These tackle the most pressing big data challenges facing organizations today — accessing and gaining intelligence into an enormous stream of data generated from mobile, social and digital networks.
Big Data for Chief Marketing Officers
The emergence of big data technologies is driving the transformation of marketing for every channel. Chief Marketing Officers (CMOs) are now responsible for analyzing consumer demands from social media, mobile devices, and traditional channels and align these demands with product development and sales.
The new IBM Digital Analytics Accelerator helps CMOs tap into consumer sentiment to create targeted advertising and promotions, avoid customer churn, and perform advanced Web analytics that predict customer needs.
Now, CMOs can bring advanced analytics to all their social media, web traffic, and customer communication behind their own firewall.
The industry’s first big data solution in the digital marketing arena is powered by Netezza and Unica technologies. With this integrated offering that includes the recently announced PureData System for Analytics, clients can run complex analytics on petabytes of data in minutes, and arm marketing professionals with instant insights.
CMOs can use new insights to accelerate marketing campaigns and better meet consumer needs based on the broadest range of data.
Trident Marketing: Gaining Visibility Into Consumer Behaviors
For Trident Marketing, a direct response marketing and sales firm for leading brands such as DIRECTV, ADT and Travel Resorts of America, performing analytics on big data has helped the company gain unprecedented visibility into consumers — from predicting the precise moment in which to engage with customers to anticipating the likelihood a customer will cancel service.
Working with IBM and partner Fuzzy Logix, the company has realized massive growth including a tenfold increase in revenue in just four years, a ten percent increase in sales in the first 60 days, and decreased customer churn by 50 percent.