The Phoenix Zoo's social media team are known for creating viral videos featuring their male lion, Pilipili, who was chosen between a pizza party or a million dollars for his birthday. The team members capture this lion's close-up for their latest post and share their ideas for future viral videos. Marketing coordinator Joaquin Hidalgo and digital communications specialist Jordyn Rolli create the videos, while communications manager Jordan Noble takes over the copy and posting. The group posts once a day, sometimes twice if they need to, and their ideas often come at the last minute. In 2025, the Zoo’s social media channels garnered approximately 85 million impressions, reaching a global audience including Brazil, Russia, Argentina, Canada, the UK, France and Australia.