A new 'zoom-in' meme concept began trending on social media. The meme asks users to 'zoom-in' on a picture and follow instructions to find hidden messages.
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The diner chain capitalized on the craze when they created their own version featuring a photo of syrup drizzling over a butter topped stack of pancakes.
Inside the photo were strategically placed messages that sent Twitter users on a scavenger hunt for the final hidden message.
The first message found inside the syrup told users to "look at the lower left corner," where they found another message that read "now look at the lower right corner," followed by "look in the upper left corner," then the message "now look in the butter," sent users to the final message -- "has this distracted you from overwhelming existential dread lol."
Twitter users flipped for the pancake post.
@DennysDiner whoever is responsible for this deserves a raise and their own company. This is fantastic.— Elliott Morgan (@ElliottcMorgan) March 2, 2017
finally following @DennysDiner after that masterful tweet, I'm sorry it took so long— Kastle (@KASTLE) March 4, 2017
This tweet is the pancake house's most successful post with over 115,000 retweets and over 160,000 likes.
@DennysDiner this is social media marketing at its finest 👌— Alisha Lolk (@AlishaLolk) March 2, 2017