Kohl’s delivered a surprise to the woman dubbed ‘Happy Chewbacca’ after creating the most successful Facebook Live video so far.
Why is it so difficult for people who are trying to create something that will go viral to anticipate what actually will?
This week was a perfect answer to that question. Who would have expected a mom who tries on a Star Wars toy mask to demonstrate it on Facebook Live and quickly become the most successful Facebook Live video ever?
If you haven’t seen at least a clip of this video by now, I honestly don’t know where you’ve been hiding yourself. But you’ve somehow managed to miss something that (as of this writing) 127,000,000 — yes that’s 127 million — people have seen:
The shopper began the video saying she’d visited her local Kohl’s store to make a few returns and then found the item she then reveals for the camera: a mask of the Star Wars character Chewbacca, the giant Wookie, with sound effects that activate when the wearer opens his or her mouth wide.
“I’m such a happy Chewbacca,” she says.
I first heard the video in the office, as person after person started listening to that outrageously-infections laugh. Seriously, if you don’t at least crack a smile, I just don’t know what to tell you.
“This is worth every penny,” she says in between uproarious laughter and knee-slapping.
No, the mask isn’t that funny. Not by a mile.
But her disproportionate joy in having discovered it, what she calls “the simple joys,” provides a moment where all of us should at least find some encouragement to find a simple joy of our own.
After the video went up on Facebook and the number of video views began steadily ticking upward, the store where it all began decided to jump into action.
AdWeek reported that Kohl’s delivered piles of Star Wars toys and gadgets for the family. They were also given $2,500 in Kohl’s gift cards.
The mom, Candace, mentioned in the video that the mask that was about to give her such pleasure would likely be taken — “confinsctated” is how she put it — by her son.
“However, this is mine,” she said. “Like, when it’s said and done, at the end of the day, this is mine that I bought. And I’m going to keep it for my own.”
She explains that the purchase is part of her birthday celebration.
The Kohl’s representative, AdWeek says, even brought additional Chewbacca masks for everyone.
I know what you’re thinking: Kohl’s is just out for the publicity.
If that’s your response, my response is this: “Are you new? Of course they’re out for publicity!” That’s hardly the point. The point is that Kohl’s not only decided to play along, but they mobilized quickly to take the story to a new level. They could have just as easily ignored the story.
If anyone would have been expected to act so quickly, it might have been the toy manufacturer who made the masks and has surely benefitted from her “commercial” for their product. Or maybe even Disney, who now owns the Star Wars franchise.
But give Kohl’s credit for turning a successful video into a way to further the story.
At least they’re listening to their customers, aren’t they?