# Denny’s Zoom-In Tweet

> A pancake photo puzzle earned 30 million impressions, according to Denny’s award entry.

- Owner: Denny’s
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 2017-03-01
- Peak date: Week of Mar 3, 2017
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 26 (Niche), v1.2
- Mechanics: Newsjacking, Press loop, Platform jump, Transgression, Response chain

## Summary

Denny’s adapted a zoom meme into a pancake puzzle. Replies, forum discussion and press followed; IHOP answered, and KSL posted a YouTube reaction. The agency claimed 30 million earned impressions, and Denny’s offered the tweet as a charity NFT in 2021.

## Timeline

- 2017-02-25 — @SNCKPCK (X) — SNCKPCK posted a dog photo with zoom instructions before Denny’s adapted the format.
- 2017-03-01 — @DennysDiner (X) — Denny’s posted its pancake puzzle at 20:47 UTC, ending with a joke about existential dread.
- 2017-03-01 — @ShinySwordStorm (now @JhariahClare) (X) — A user replied at 20:48 UTC, asking who ran Denny’s account.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/dennys-zoom-in-tweet

Cite as: How It Spread (2026). “Denny’s Zoom-In Tweet.” Case HIS-00117. Spread Score v1.2: 26/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00117