PANDA EXPRESS SOCIAL: “SWIPE WEST FOR PEP-PEP”
We created an 11,888 mile-wide mobile site and asked PX fans to swipe
Pep-Pep — a sassy Sichuan peppercorn — from China to America. So that
he can bring his signature spice to the new Sichuan Hot Chicken dish.
Case Study
We launched the site at San Diego Comic-Con, where convention-goers
got Pep-Pep started on his journey while snacking on the spicy new dish.
We also launched online via PX’s Facebook & Instagram
Stories asking fans to“Swipe Up to Swipe Pep-Pep West”
Fans who swiped up were taken to the 11,888 mile-wide site.
Pep-Pep updated fans on his whereabouts via
in-feed social posts and his very own Twitter feed
Twelve days later, Pep-Pep arrived stateside, officially bringing the
Sichuan peppercorn to a national American chain for the first time.
PERSONAL ROLE — Sr. Copywriter
Original concept, copywriting, creative development
FULL TEAM
AGENCY: EVOLUTION BUREAU
CCO: JOHN REID
ACD / DESIGNER: DIANA CHEN
JR WRITER: MICHAEL LIM
COMMUNITY MANAGER: ANDI GUITIERREZ
ACCOUNT SUPERVISOR: MEGAN POWERS
RESULTS
16,000,000 Impressions
10,000 Fans Served
3,000,000 Swipes