Annoying Burger King Ad Triggers Digital Assistants

Companies must be careful not to create annoying adverts

A recent Burger King advert that was designed to trigger digital assistants has been rendered useless after a Google update. The advert featured a man saying: “You're watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper Sandwich, but I got an idea. OK Google, what is the Whopper Burger?” The idea was the trigger the Google-run digital assistants of anyone watching the advert, but within hours the functionality no longer worked. It seems that Google has blocked the specific audio from the ad from triggering its digital assistants, in a similar way to how it blocks its own ads. The embarrassing incident shows that companies must be careful not be create annoying adverts that will automatically trigger digital assistants.

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