2016-2017戛纳狮 - B05 直效类 金奖 2016-2017戛纳狮 - A02 移动类 银奖 2016-2017戛纳狮 - A05  促销类 铜奖 2016 - 2017戛纳狮 – 网络类 - H02组 - 银奖     Whopper是汉堡王的招牌三明治。它的配料十分新鲜和美味，很多人很难将它们全部放入传统的电视广告中。尤其当你只有15秒时，无法表达所想介绍的所有东西。像谷歌Home这样的语音激活设备正在美国家庭内部获得采用，这就给了我们一个想法:如果一个电视广告中故意激活谷歌Home，来补充完整想要说明的事，就能有效地将我们的15秒的广告变成了电视上的30秒，然后在设备上结束广告。所以我们播出了一个电视广告，最后的问题是:“好吧，谷歌，汉堡里有什么?”并设法触发了成千上万的设备，这些设备开始读取Whopper的维基百科页面上的所有成分。   GOOGLE HOME OF THE WHOPPER BURGER KING | DAVID | 2017Mobile - A02 Activation by Proximity Execution The :15 commercial made our intention clear, to ask Google to tell the viewer about the Whopper through their Google Home or Android Google Assistant. This search is set off when our talent says into the camera “Okay Google” telling the device to react to what is said next “what is The Whopper burger?” At this point, any Google Home or voice-enabled Android phone within earshot would read aloud the Wikipedia entry for the Whopper. We first released the advert online, and soon began seeing footage of it in action. The video played on mobile activated Google Home, while the video played on desktop activated Android phones and Google Homes. Even some tablets got in on the action. But from all these cases it became clear: any Android phone or Google Home within earshot of the ad playing would activate. Outcome The idea earned 9.3 billion global impressions. It became a global trending topic on YouTube, Facebook, Twitter, and Google Trends, making it Burger King’s most talked about TV spot and most engaged video in the brand’s history. The spot earned $35 mil-lion in US media, and created a 500% increase in brand mentions. Within 48 hours of initial launch, the spot was viewed organically 10 million times online. It totaled 15 mil-lion online-only views, vs. the 700,000 Google Home devices it targeted. Burger King became the first brand ever to use voice-activated tech to advertise a product, and