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Jeff Benjamin, the award-winning creator of online viral campaigns such as the “Subservient Chicken” and the recent “Whopper Sacrifice” for Burger King, spoke to eMarketer about how to think virally.

eMarketer: The Crispin Porter + Bogusky employee handbook goes into the agency’s philosophy. One point is, “Keep money in context.” What does that mean?

Jeff Benjamin: There are a lot of people wasting money on the online space, and then there are a lot of people using their money really effectively.

Read the full story on eMarketer