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汉堡王广告在维基百科上被蓄意篡改

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译者:MaZhuzu
发布:2017-04-14 22:53:40 挑错


A Burger King TV advert which was designed to activate Google Home smart speakers and some Android phones to describe its Whopper burgers has been hijacked by members of the public.

一条汉堡王电视广告被公众抵制,这条广告策划激活谷歌家居助理智能语音助手和一些安卓手机语音助手来介绍皇堡。

The ad triggered the devices to read out information about the burgers from online encyclopaedia Wikipedia.

该广告触发这些设备读出在线百科全书维基百科关于汉堡的信息。

However, somebody edited Wikipedia to describe the Whopper as the "worst hamburger product" and another added cyanide to the list of ingredients.

然而,有人在维基百科上编辑了皇堡是“最难吃的汉堡”的描述,另一人在配料列表里加入了氰化物。

The BBC understands the ad was blocked.

BBC获悉广告被禁止了。

Google did not publicly confirm this, saying only that it had "no involvement" in the campaign.

谷歌没有公开证实这件事,只表示它没有参与这一广告活动。

But Burger King confirmed to the BBC that after the first iteration of the ad was blocked, it ran a tweaked version on US TV.

但是汉堡王向BBC证实,在广告的第一轮播放被禁止后,又在美国电视发布了调整版本。

According to a Burger King spokeswoman, the new ad was revoiced using a "different intonation" that bypassed the ban.

据汉堡王一位女发言人说,新版广告采用避开禁令的“不同语调”重新表述。

In the 15-second advert, a Burger King employee asks "OK, Google. What is the Whopper burger?"

在这条15秒的广告中,一名汉堡王员工问道“好吧,谷歌。皇堡是什么?”

The stunt has put Wikipedia in the spotlight after reports that Burger King's own marketing team edited the Whopper page shortly before the ad campaign.

在报道出汉堡王自己的营销团队在广告宣传前不久编辑了维基百科皇堡的页面后,这一噱头把维基百科拽到了聚光灯下。

The history of the page shows that changes were made on 4 April by Burger King Corporation. It edited the description of the product to include the lines "America's favourite burger" and "100% beef with no preservatives".

页面记录显示汉堡王公司在4月4日做了修改,它编辑了对产品的描述,包括“美国最受欢迎的汉堡”和“百分之百纯牛肉无防腐剂”。

This change was quickly re-edited back to the original version.

这一修改被很快重新编辑回原始版本。

Wikipedia has not responded to requests for comment.

维基百科没有回应评论请求。

Invading homes

入侵家庭

Whether Burger King expected users to go on to make their own, less flattering edits is unclear but Emily Tan, technology editor at marketing news website Campaign, thinks it might have been aware such a reaction was likely.

汉堡王是否期望用户继续他们的做法,不讨喜的编辑是不确定的,但是营销新闻网站活动科技编辑艾米丽·谭认为,它可能已经意识到这样的反应是合理的。

"Burger King has a reputation as quite a provocative brand and the idea that users are hijacking a brand can charm and amuse people. There is a chance that Burger King expected this to happen," she said.

“汉堡王有如此挑衅的品牌的名声,并且认为用户抵制品牌可以吸引和娱乐大众。汉堡王期望这个发生是有可能的,”她说。

However, she thought it was less likely they expected the backlash from users about the intrusive nature of such adverts.

然而,她认为他们期望用户强烈反对这种广告的侵入本质是不太可能的。

"People didn't like this invading their living rooms. Studies suggest that people feel quite close to these smart speaker devices, they become a personality, and when something you regard as your friend pipes up with information that you didn't ask for, that creeps people out."

“人们不喜欢他们的起居室被入侵。研究显示,人们感到距离这些智能语音设备如此的近,他们变成了一个人的存在,当被你视作朋友的东西开始说你没有要求的信息时,那会把人吓跑。”

The stunt has also renewed concerns about voice-activated home speakers being used for advertising.

这一噱头也使人们重新关注家居语音助手被用于广告宣传。

While Burger King said that it "saw an opportunity to do something exciting with the emerging technology of intelligent personal assistant devices", others feel it should have acted with more caution.

而汉堡王表示“发现了用智能个人助手设备做令人激动的事的机会”,其他人认为行事应该多注意。

"Brands are always keen to jump on the newest technologies to engage their audience and sometimes this means mistakes are made," Justin Pearse, managing director of Drum Studios, an arm of marketing news website, The Drum told the BBC.

营销新闻网站分部Drum工作室总经理贾斯汀•皮尔斯说:“品牌总是热衷于利用最新的科技来吸引他们的观众,有时这意味着犯错误,”工作室向BBC透露。

"While it's crucial brands have the bravery to experiment with new ad models, such as voice-activated advertising, it's also vital to do this with caution."

“而品牌有勇气试验新的广告模式是关键的,例如声控广告,谨慎也是至关重要的。”

Google and Amazon are currently engaged in a battle over who will dominate the new voice-activated AI-enabled smart assistant market.

谷歌和亚马逊目前正忙于争夺谁将控制新的声控人工智能助手市场。

Both rely on their products to help sell more products, with Amazon's Alexa recommending discounts and offers to users.

他们都依靠自己的产品来帮助销售更多的产品,亚马逊Alexa推荐折扣活动并提供给用户。

Previously Google came under fire when Google Home began playing out information about new film Beauty and the Beast.Google denied the material was an advertisement but removed it anyway.

先前,谷歌因谷歌家居助理开始放出新电影美女与野兽的消息而被攻击。谷歌否认这些素材是广告,但无论如何移除掉了。

"Voice-activation is the new frontier for advertising and will provide incredible benefits for brands and consumers alike," said Mr Pearse.

皮尔斯先生说:“语音激活对于广告来说是一个新领域,并将为品牌,同样为客户带来惊人的利益。”

"But like any new frontier, it pays to tread with caution. Brands need to consider how consumers will react rather than just what the technology can do."

“但是像任何新领域一样,它值得谨慎涉足。品牌需要考虑顾客会做出怎样的反应,而不只是科技能做什么。”


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