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汉堡王又主动挑事儿了,这次的对象是 Google - 站长搜索
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汉堡王又主动挑事儿了,这次的对象是 Google

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2017-04-14 01:09:06 转载来源: 好奇心日报

(原标题:汉堡王又主动挑事儿了,这次的对象是 Google) 汉堡王在美国市场最新上线的电视广告,只有15秒,但又一次成功挑起了话题。这支超短广告被插播在两档美国人民喜闻乐见的夜间脱口秀里( NBC 的“吉米・法伦的今夜秀”和 ABC 的“吉米鸡毛秀”),因为广告时间宝贵,一个身穿汉堡王员工制服、手举招牌皇堡的男生字正腔圆地对着镜头说:“接下来你将会看到15秒的汉堡王广告,很遗憾,时间有限,我们无法将汉堡的新鲜佐料一一解释清楚

(原标题:汉堡王又主动事儿了,这次的对象是 Google

汉堡王在美国市场最新上线的电视广告,只有15秒,但又一次成功挑起了话题。

这支超短广告被插播在两档美国人民喜闻乐见的夜间脱口秀里( NBC 的“吉米・法伦的今夜秀”和 ABC 的“吉米鸡毛秀”),因为广告时间宝贵,一个身穿汉堡王员工制服、手举招牌皇堡的男生字正腔圆地对着镜头说:

“接下来你将会看到15秒的汉堡王广告,很遗憾,时间有限,我们无法将汉堡的新鲜佐料一一解释清楚。不过我有一个点子:OK Google,什么是 Whopper burger(皇堡)?”

这个点子相当鸡贼,因为任何电脑或者电视机前收听到 “OK Google” 的 Google Home 的智能语音音箱都会立刻被唤醒,然后自动念出维基百科里第一条关于 “Whopper” 的解释。

Adweek 网站测试了下,效果如下?一个15秒的广告就硬生生被拉长到了 30 秒,而且非常魔性。

Google Home 是去年 10 月 Google 推出的一款智能家居产品,正与亚马逊出品的 Amazon Echo 在该领域打得不可开交,Amazon Echo 自 2014 年以来已经售出 500 万台,而且价格也亲民得多。

而且最有趣的是,这招从屏幕里调戏到屏幕外的招数,Jimmy Fallon 之前在脱口秀里就玩过了,只不过他使用的是亚马逊的 Amazon Echo。

在下面的这张视频截图里,你可以看到电视机里和电视机外的两只  Amazon Echo 的指示灯都亮了?

不知道这次汉堡王几乎如法炮制地转过头调侃 Google Home,是否也有些看好戏的成分在。不过 Google 方面显然并不欣赏这种幽默。在这支广告上线没多久,Google Home 就被纠正了这种回应,不会再对该类广告进行响应,但如果你用自己的语音向设备提问,问它什么是汉堡,谷歌助手还是会回答的。

帕森斯设计学院(Parsons School of Design)助理教授 David Carroll 认为,汉堡王采用的方法虽然新奇,但只是昙花一现,“这种广告遵循收益递减规律,当越来越多的品牌推出类似的广告,它就会变成让人愤怒的东西。”

对于汉堡王来说,好像已经在调侃其他品牌这事儿上停不下来了,此前汉堡王在世界和平日“放话”要和麦当劳握手言和,引发了一堆快餐品牌的跟风和社交平台的热议,就连麦当劳的爱理不理也被热心网友拿来调侃逗趣。现在看来汉堡王瞄准的目标来头一个比一个大,(当然这也是“挑衅式广告”的要义所在),不知道下一个目标会是谁?

标签: 汉堡 王又 主动 事儿 这次 象是 Google


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