Swipe West for Pep-Pep

Sichuan Hot Chicken isn’t just the latest delicious dish to come from Panda Express.

It’s the first time a national chain has brought the Sichuan peppercorn to American cuisine. And we wanted Panda’s passionate fanbase to be a part of that.

We created the world's widest website:
11,888 miles wide.

Yea…It’s very wide…And Panda fans were asked to help him cross it, one swipe at a time.

Enter Pep-Pep the Sichuan Wonderpepper, our spicy Sichuan “spokespepper.” Pep-Pep had one goal, and one goal only: To get from Chengdu, China to Rosemead, California on the widest mobile site ever made…

Connected with our fans

Our content strategy included paid stories, organic posts, and banner ads that drove people to the mobile experience, where they were rewarded for their swipes with coupons, sticker packs, and more. Other banners featuring our spicy boy drove online orders.

Launched at San Diego Comic-Con

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.

Panda Express Fans Everywhere Helped Pep-Pep.

Fans helped Pep-Pep land in America where he got to sprinkle his signature spice on delicious Sichuan Hot Chicken.

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Comic-Con fans served