Five stories PR pros need to know on Thursday, 8.27.2015

McDonald's rebuffs Burger King's McWhopper play; Expedia seeks new agency for UK consumer work; Uber testing new routes, cheaper fares

1. Burger King’s publicity stunt asking rival McDonald’s to collaborate on a McWhopper met with mixed reviews. Burger King took out full-page ads Wednesday in the Chicago Tribune and The New York Times promoting the idea to come together and make the sandwich at a pop-up restaurant for one day in promotion of the global Peace Day on Sept. 21. In a Facebook post, McDonald’s CEO Steve Easterbrook said, "We love the intention, but think our two brands could do something bigger to make a difference."

2. Expedia is on the hunt for a new agency to represent it in the UK, replacing incumbent FleishmanHillard to deliver a consumer-focused brief. PRWeek understands that three agencies are still in the pitch process, with Ingenuity assisting agency selection.

3. A Quinnipiac University poll released Thursday finds voters are open to a run for president by US Vice President Joe Biden giving him the highest favorability rating in either the Democratic or Republican field among all voters. Biden has yet to officially throw his hat in the ring.

4. Facebook launched its own personal digital assistant within its Messenger app called "M" to challenge Apple’s Siri, Google’s Now and Microsoft's Cortana. The difference is "M" uses artificial intelligence in conjunction with real people to answer questions and handle tasks.

5. Uber is testing Smart Routes which let riders pay a cheaper fare for those willing to set a pickup location along a specific route or major roadway. The routes are being in San Francisco and riders are being incentivized via slightly cheaper fares.

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