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案例简介：为什么这项工作与 Direct 相关？ 该运动的文案故意在 a.I.的合理内容和令人愉快的内容之间穿行。实际上制作广告的人如此现实地复制了机器学习的结果，以至于人们认为我们的社交媒体正在由 real A.I 处理。 背景 自动化正在发展并彻底改变每个行业。它也在取代我们人类。甚至广告也可能无法幸免，因为人工智能的进步声称能够模仿人类创造的实际创意。 为了应对这种社会恐惧，汉堡王想做一个亲人类的人。作为热情的动手制造者，我们发起了一场荒谬的运动，展示了完全控制人工智能的愚蠢行为，并证明人类不容易被取代。 描述创意 (30% 的选票) 汉堡王嘲笑这个问题，以自嘲的方式谈论它 -- 发起一场只有人类才能发起的运动。与影响者和推特喜剧演员基顿 · 帕蒂一起，我们推出了一个虚构的机器人，据称它通过机器学习编写了自己的活动。这是对整个谈话的讽刺。它显示了当你给机器人太多的力量时会发生什么，证明人类的创造力是不可替代的。 人们很困惑，不知道这场运动到底是由人工智能还是人类写的。写作故意在这条线之间行走，最终证明只有人类才能产生如此微妙的幽默感。 这次活动是有史以来第一次 “反向图灵测试” 活动。 描述策略 (20% 的选票) 文案是让竞选活动变得可信的关键。如果我们想欺骗人们认为我们的社交媒体频道被人工智能接管，我们需要听起来像机器学习出错了。 通过精心制作的文案，我们模仿了一个糟糕的人工智能。试图写商业广告。他们故意在让人们相信这实际上是机器人写的和可笑的荒谬之间划清界限。 我们首先发布消息让我们所有的追随者看到。然后，我们给那些单独与我们的帖子互动的人发信息。我们的目标是愚弄观众，让他们认为这些可怕的广告是由一个糟糕的人工智能制作的 (尽管它实际上是由人类编写的)。 描述执行情况 (20% 的选票) 我们与基顿 · 帕蒂 (Keaton Patti) 合作，基顿 · 帕蒂是一位影响者和推特喜剧演员，我们分析了超过 1000 小时的汉堡王广告，试图模仿机器学习的结果。我们在社交上以各种方式实施了这项活动: 帖子、故事、在评论部分单独回复粉丝等。 列出结果 (30% 的选票) 我们成功地愚弄了人们，让他们认为这部作品实际上是人工智能写的，尽管它是人类写的。 -7亿印象 -$ 700万 USD 在赚媒体 -A.I.广告在品牌上击败了人类广告
Bk Bot
案例简介：Why is this work relevant for Direct? The campaign’s copywriting intentionally walked the line so well between what’s plausibly from A.I. and what’s hilariously. The humans who actually made the ads replicated the results of machine learning so realistically that people thought our social media was being handled by real A.I. Background Automation is evolving and revolutionizing every industry. It’s also replacing us humans as well. Even advertising may not be immune, because of advances in artificial intelligence which claim to be able to mimic actual human created creative. In response to this social fear, Burger King wanted to make a pro-human. As passionate hands-on makers, we launched a nonsensical campaign that shows the folly of giving full control to A.I. and prove that humans can’t be easily replaced. Describe the creative idea (30% of vote) Burger King laughed at the issue by talking about it in a self-deprecating way – by making a campaign that only humans can make. Together with influencer and Twitter comedian Keaton Patti, we launched a fictional bot that supposedly wrote its own campaign through machine learning. It was a satire of the whole conversation. It showed what happens when you give robots too much power, proving that human creativity can’t be replaced. People were confused and couldn’t tell whether the campaign was actually written by A.I. or a human. The writing intentionally walked between this line, proving in the end that only humans could come up with such nuanced sense of humor. This campaign was the first “reverse Turing Test” campaign ever. Describe the strategy (20% of vote) The copywriting was key to make the campaign feel believable. If we wanted to trick people into thinking our social media channel was taken over by artificial intelligence, we needed to actually sound like machine learning gone wrong. Through crafted copywriting, we imitated a bad A.I. trying to write commercials. They were intentionally made to walk a fine line between making people believe that this was actually written by a robot and hilariously absurd. We started by posting messages for all of our followers to see. We then messaged people who interacted with our posts individually. Our goal was to fool the audience into thinking these terrible ads were made by a bad A.I. (even though it was actually written by humans). Describe the execution (20% of vote) We partnered with Keaton Patti, an influencer and Twitter comedian, and analyzed over 1000 hours of Burger King ads to try and imitate the results of machine learning. We implemented the campaign in a variety of ways on social: posts, stories, individually replying to fans in the comments section, etc. List the results (30% of vote) We successfully fooled people into thinking this work was actually written by artificial intelligence, even though it was written by humans. - 700 million impressions - $7 million USD in earned media - A.I. ads beat human ads in branding
Bk Bot
案例简介：为什么这项工作与 Direct 相关？ 该运动的文案故意在 a.I.的合理内容和令人愉快的内容之间穿行。实际上制作广告的人如此现实地复制了机器学习的结果，以至于人们认为我们的社交媒体正在由 real A.I 处理。 背景 自动化正在发展并彻底改变每个行业。它也在取代我们人类。甚至广告也可能无法幸免，因为人工智能的进步声称能够模仿人类创造的实际创意。 为了应对这种社会恐惧，汉堡王想做一个亲人类的人。作为热情的动手制造者，我们发起了一场荒谬的运动，展示了完全控制人工智能的愚蠢行为，并证明人类不容易被取代。 描述创意 (30% 的选票) 汉堡王嘲笑这个问题，以自嘲的方式谈论它 -- 发起一场只有人类才能发起的运动。与影响者和推特喜剧演员基顿 · 帕蒂一起，我们推出了一个虚构的机器人，据称它通过机器学习编写了自己的活动。这是对整个谈话的讽刺。它显示了当你给机器人太多的力量时会发生什么，证明人类的创造力是不可替代的。 人们很困惑，不知道这场运动到底是由人工智能还是人类写的。写作故意在这条线之间行走，最终证明只有人类才能产生如此微妙的幽默感。 这次活动是有史以来第一次 “反向图灵测试” 活动。 描述策略 (20% 的选票) 文案是让竞选活动变得可信的关键。如果我们想欺骗人们认为我们的社交媒体频道被人工智能接管，我们需要听起来像机器学习出错了。 通过精心制作的文案，我们模仿了一个糟糕的人工智能。试图写商业广告。他们故意在让人们相信这实际上是机器人写的和可笑的荒谬之间划清界限。 我们首先发布消息让我们所有的追随者看到。然后，我们给那些单独与我们的帖子互动的人发信息。我们的目标是愚弄观众，让他们认为这些可怕的广告是由一个糟糕的人工智能制作的 (尽管它实际上是由人类编写的)。 描述执行情况 (20% 的选票) 我们与基顿 · 帕蒂 (Keaton Patti) 合作，基顿 · 帕蒂是一位影响者和推特喜剧演员，我们分析了超过 1000 小时的汉堡王广告，试图模仿机器学习的结果。我们在社交上以各种方式实施了这项活动: 帖子、故事、在评论部分单独回复粉丝等。 列出结果 (30% 的选票) 我们成功地愚弄了人们，让他们认为这部作品实际上是人工智能写的，尽管它是人类写的。 -7亿印象 -$ 700万 USD 在赚媒体 -A.I.广告在品牌上击败了人类广告
Bk Bot
案例简介：Why is this work relevant for Direct? The campaign’s copywriting intentionally walked the line so well between what’s plausibly from A.I. and what’s hilariously. The humans who actually made the ads replicated the results of machine learning so realistically that people thought our social media was being handled by real A.I. Background Automation is evolving and revolutionizing every industry. It’s also replacing us humans as well. Even advertising may not be immune, because of advances in artificial intelligence which claim to be able to mimic actual human created creative. In response to this social fear, Burger King wanted to make a pro-human. As passionate hands-on makers, we launched a nonsensical campaign that shows the folly of giving full control to A.I. and prove that humans can’t be easily replaced. Describe the creative idea (30% of vote) Burger King laughed at the issue by talking about it in a self-deprecating way – by making a campaign that only humans can make. Together with influencer and Twitter comedian Keaton Patti, we launched a fictional bot that supposedly wrote its own campaign through machine learning. It was a satire of the whole conversation. It showed what happens when you give robots too much power, proving that human creativity can’t be replaced. People were confused and couldn’t tell whether the campaign was actually written by A.I. or a human. The writing intentionally walked between this line, proving in the end that only humans could come up with such nuanced sense of humor. This campaign was the first “reverse Turing Test” campaign ever. Describe the strategy (20% of vote) The copywriting was key to make the campaign feel believable. If we wanted to trick people into thinking our social media channel was taken over by artificial intelligence, we needed to actually sound like machine learning gone wrong. Through crafted copywriting, we imitated a bad A.I. trying to write commercials. They were intentionally made to walk a fine line between making people believe that this was actually written by a robot and hilariously absurd. We started by posting messages for all of our followers to see. We then messaged people who interacted with our posts individually. Our goal was to fool the audience into thinking these terrible ads were made by a bad A.I. (even though it was actually written by humans). Describe the execution (20% of vote) We partnered with Keaton Patti, an influencer and Twitter comedian, and analyzed over 1000 hours of Burger King ads to try and imitate the results of machine learning. We implemented the campaign in a variety of ways on social: posts, stories, individually replying to fans in the comments section, etc. List the results (30% of vote) We successfully fooled people into thinking this work was actually written by artificial intelligence, even though it was written by humans. - 700 million impressions - $7 million USD in earned media - A.I. ads beat human ads in branding
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