Panda Express today announced its first major gaming activation, made in partnership with its advertising agency The Many and immersive experiences developer Super League. The Chinese restaurant franchise will debut within Fortnite Creative and Roblox to connect with Gen Z audiences and to celebrate the return of a popular dish: Hot Orange Chicken.
According to Super League, Panda’s campaigns include integrated custom cutscenes, cinematic moments integrated into the gameplay. The four maps within Fortnite include a shared storyline about the return of Hot Orange Chicken for players to follow. Other features include Panda-themed rewards and encounters with the brand’s mascot, Pei Pei the Panda.
The brand activation has already proven popular with players, as over 265,000 players have earned Panda rewards and have spent 65 collective days interacting with Pei Pei. Matt Edelman, Super League CEO, said in a statement, “In a world where attention must be earned, this activation is a perfect example of the power of playability to drive memorable brand engagement. “Together with Panda Express and The Many, we transformed a product launch into a hands-on, shareable adventure.”
Fabiola del Rio, Panda Express’ VP of integrated marketing comms, said in a statement, “Why tell people about Hot Orange Chicken when you can let them discover it through their own gaming moments. This partnership doesn’t just reach our Gen Z audience, it
integrates us natively in their virtual world, where discovery feels like gameplay and
engagement becomes an adventure.”