With an estimated $135 million in earned media and a top creative award at Cannes Lions, the fast food chain’s device-hijacking stunt asked: What happens when an ad disrupts technology?
Burger King’s ‘Google Home of the Whopper’
ESTIMATED EARNED MEDIA: $135 million
CANNES LIONS AWARD: Grand Prix for Direct
NUMBER OF PO’D WIKIPEDIA EDITORS: 9
Voice search through smart devices like Google Home is set to seriously disrupt the ad world in the coming years, with a recent Juniper Research report forecasting ad spend on voice-powered digital assistants will reach $19 billion by 2022. This year’s best campaign asks: What happens when an ad disrupts those technologies instead?
Burger King’s “Google Home of the Whopper,” made with the brand’s creative agency David Miami, commanded and held the attention of consumers and marketers alike back in April. The stunt became a catalyst for controversy, conversations around technology’s vulnerability and ultimately a lot of industry praise, snagging the Grand Prix in the Direct category at Cannes Lions and now Marketing Dive’s Campaign of the Year award.
Read more at Marketing Dive: https://www.marketingdive.com/news/campaign-of-the-year-burger-kings-google-home-of-the-whopper/510770/