Using voice assistants in marketing campaigns can have several implications. Firstly, it can significantly increase brand visibility and engagement, as seen in Burger King's campaign. It can also lead to a more personalized customer experience as voice assistants can provide tailored responses. However, there can be privacy concerns as these campaigns can be seen as intrusive. There's also a risk of backlash if the campaign is not well-received or if it's seen as exploiting the technology.
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Burger King's controversial "Google Home of the Whopper" marketing campaign, estimated at $135 million in earned media, received a top creative award at Cannes Lions in 2017, per case study by David the Agency. The fast food company snuck into people's homes thanks to its TV commercial spot. The line from the spot: "OK Google, Tell me about the Whopper" allowed the company to activate Google Assistant.
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