When devices become too invasive

New York - A new Burger King TV commercial is designed to

trigger Google’s voice-controlled speakers in viewers’ homes, adding a wrinkle

to the debate over whether such devices have become too invasive.

In the 15-second ad, a Burger King employee says, “OK,

Google. What is the Whopper burger?” If viewers are watching the commercial

near a Google Home gadget, the “OK Google” prompt will cause the device to read

the Wikipedia entry for the sandwich. The TV spots are airing nationally

starting Wednesday on networks such as Spike, MTV and Comedy Central.

The commercial extends Burger King’s record of trying to

push the envelope with its marketing. In 2015, the restaurant chain sought a

“truce” with rival McDonald’s Corp. by offering to create a peace burger called

the McWhopper. It also brought back its deliberately creepy King mascot in

recent years. The character loomed in the background during the much-hyped

boxing match of Floyd Mayweather-Manny Pacquiao in 2015.

The Google stunt could renew concerns about whether

voice-activated technology has unintended consequences. Amazon.com Inc.’s Echo

devices and Samsung Electronics's smart televisions have faced

criticism from privacy groups over the extent of the conversations and data

that they track.

The Echo, which answers to “Alexa,” also lets consumers buy

products with quick voice commands - creating the potential for accidental

orders.

Trailing Alexa

Burger King, owned by Restaurant Brands International,

said it’s not collaborating with Alphabet’s Google on the ads. But the

plug could give a boost to a device that is playing catch-up with the

Echo. Analysts estimate that Google shipped about 500 000 units in the first

quarter after the Home product debuted late last year.

“It’s a cool way, and a bold way, to surprise our

guests,” said Jose Cil, president of the Burger King brand. The company

believes the interaction will be “very positive,” he said.

A broader US restaurant slump is forcing restaurant

chains like Burger King to vie more fiercely for customers. Some have

introduced new menu items and value deals, while others have increased

advertising to boost customer traffic. McDonald’s began offering $1 and $2

drink specials this month, while Wendy’s has been remodeling stores and

touting its fresh beef.

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Burger King also rolled out a new version of its chicken

sandwich last month, and it enlisted “haters” - people who criticised the old

sandwich on social media - to market the revamped item.

“Burger King has been doing creative, innovative things

for a long time,” Cil said. “It’s something that we feel strongly about.”

-With assistance

from Craig Giammona and Mark Bergen.