Megan Carnegie is a journalist and editor. She has written for Courier, Time Out, Guardian Weekend, Creative Review, The Telegraph, Evening Standard, and more. Outside of work, she can be found reading, running, and killing off her houseplants.

Rich Leigh is the founder and director of award-winning PR agency Radioactive PR and talent agency Radioactive Talent. He wrote the best-seller ‘Myths of PR’ and founded the UK’s #1 PR blog PRexamples.com in 2012, before selling it in 2018. In June 2018, Radioactive PR became one of the first companies in the UK to adopt a four-day work week without cutting pay.

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United States

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Restaurants and takeaways

'The Whopper Detour - FCB New York - Burger King - GP Direct', ADVExpress | YouTube

'‘Whopper Detour', Burger King’s masterpiece of trolling, wins Direct Grand Prix at Cannes', Adweek

'The inside story of the Burger King campaign that changed the brand’s entire outlook on marketing', Adweek

'Faster fast food? 1,000 Americans surveyed about mobile ordering', Field Agent

'Burger King convinces McDonald's super fans to have their burger tattooed on them', The Drum

'Burger King is still trolling McDonald’s - now with free Whoppers for clowns', The Drum

Interview with Rich Leigh conducted by the author

'Sixty-five percent of people skip online video ads. Here’s what to do about it', CNBC

'Are consumers ‘adlergic’? A look at ad-blocking habits', The Wall Street Journal

'Geofencing market research report- global forecast 2023', Market Research Future

'Five examples of brands using geofencing to great effect', AList

'Competitive rivalry in Facebook messaging not such a bad thing', Phys.Org

'Wendy's 'Keeping Fortnite Fresh' bests Nike's 'Dream Crazy' to take Social & Influencer Grand Prix at Cannes Lions', Advertising Age

'Why people block ads (and what it means for marketers and advertisers)', HubSpot

Burger King’s ‘Whopper Detour’ campaign, created by FCB New York, saw the fast food chain take its rivalry with McDonald’s up a notch, effectively using the latter’s stores as sales locations. Through its use of geofencing, BK showed how a simple coupon activation can break the internet.

Cultivate

Being Informed

Values and Identity

Whopper Detour: tech-aided trolling feeds burger wars

Cannes Lions 2019: How can brands celebrate culture?

Burger King ‘Real Meals’ promote mental health

Can AR ads go beyond gaming and gimmicks?

Why digital advertising leaves people underwhelmed