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Burger King performs marketing stunt by Hijacking Google Home !

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Hello again folks ! 

With the whole hype of digital marketing these days… companies are taking their digital marketing efforts to a whole new level ! 

One such company is Burger King , the global fast food restaurant chain thats best known for their Whopper burgers.. 

Burger King decided to strategise a new marketing campaign that exploits the Google Home feature.. In their 15-second advertisement, a person triggers the Google Home wake word by saying “Ok Google, what is the Whopper burger?”. 

While this would work on Google Home, it is also possible to trigger Google Now on Android, which would typically work on almost 1.4 billion devices. It prompts Google Home to respond by searching for its definition in Wikipedia.

While marketing experts would consider this as a ingenious; it certainly gets the attention of security& privacy conscious users who would consider this as a blatant intrusion of their privacy. As a result, this could somehow backfire on Burger King and potentially could also land Google in hot waters, especially when an advertisement contains inappropriate descriptors. Imagine if adult sites start exploiting this feature ! Oh my ! 

While the advertisement shows Burger King relying heavily on Wikipedia, it is certainly not a good idea. Since Wikipedia is free to edit, many had their hands dirty by changing phrases of the description to mischief words such as toenail clipping, rat, cancer-causing, cyanide, medium-size child and so on. Such pranks are meant to be hilarious but destructing at the same time. However, both Google and Wikipedia said they were not involved in the advertisement idea. Burger King considers it as a commercial that aims to bring closer interaction connection with customers.

On the Google side, barely within 3 hours after the released of the advertisement, the algorithm was tweaked to block the prompt from the advertisement; nevertheless, it is still possible to activate “What is the Whopper burger?” using human voice. For Wikipedia, they had stopped the editing war by locking the page from public editing. At the same time, some had also came up with different solutions such as using “If This Then That (IFTTT)”.
 
Home digital assistant abuse cases has had taken place in the past. 
Disney were being promoted (http://www.pcworld.com/article/3181896/consumer-electronics/google-pulls-virtual-assistant-ad-after-user-outcry.html) , 

device triggered from Super Bowl commercials(http://insider.foxnews.com/2017/02/06/google-home-super-bowl-commercial-triggers-devices)  

and even accidental purchase of dollhouse(http://www.foxnews.com/tech/2017/01/03/6-year-old-accidentally-orders-high-end-treats-with-amazons-alexa.html). 

Such opportunities were quickly seized by Burger King and it is the first time that advertisers were doing it intentionally..

That’s all for now folks, keep safe, and keep your Google Home safer ! 

*smile* 
 
Read the original news here: http://www.reuters.com/article...