The Power of Social Media: Chewbacca Edition

There’s a viral video that just came out that I just love, not only because it’s funny, but it appealed to the geek in me.  It’s a woman who bought a fun item for her own enjoyment, and was getting a kick out of how funny it was and how it made her laugh. What can I say? The Force was with her:

Watch here:

It’s a contagious video because it’s so silly, and as she said, it’s the simple joys of life that makes it worthwhile. She has so much fun with the mask, and you can’t help but laugh along with her. My husband and I were laughing so hard we had tears in our eyes.

But wait…did you catch that first part of the video? While she had not intended this to be a marketing video, this ended up being a great marketing video with great content. Where did she get that mask? She got it at a department store chain called Kohl’s.  And with this video going viral as quickly as it did, Kohl’s picked up on her video and this woman’s love of Star Wars, and essentially got free advertising! Not only that, but they took it a step further:

Kohl’s was smart! They not only picked up on her mention of the store and how she was a frequent customer, but also on how much one random item at the store brought her so much joy.  She had provided fantastic content that reflected well on the store! Fortunately for her, they recognized this, and did something nice by giving her all those gifts as a thank you.

Why do you think that Kohl’s did all that? As I said, they realized the value of this social content. It was all in the storytelling. People who love Star Wars items–and there are lots of them–would especially relate to this story. Even people who didn’t like Star Wars would get a good laugh from watch this woman play with her mask.  Kohl’s wasn’t selling anything directly by posting these videos.  (Although when I played the videos later, I did see some marketing overlays trying to sell the masks at Kohl’s did pop up, but it was still after the fact.) They did show, in showing their appreciation to the woman, that there were lots of other Star Wars things they sold as a means of indirect selling. Kohl’s showed that they appreciated the value of her sharing her good experience not only with finding her mask, but that she wasn’t discouraged because she had to return some items simply because of sizing issues, and she still found something else she liked. They showed the value of a satisfied customer, which has more value than almost any other kind of marketing or advertising. The gifts were even intended, if you think about it, as a way of keeping her as a value customer.

Chewbacca and Han Solo

“Chewie, this is content marketing through social media at its best.”
“RAWWR!”

This is a great example of the power of social media through content and content marketing. The woman was simply sharing her experiences on video through her Facebook account, the video went viral, and as a result, she received all these gifts from the store itself to ensure that she continues to be a valued customer.  Kohl’s found appropriate content from a customer that I’m sure will be helping to boost sales for a bit–at least with the Star Wars merchandise–for a while. I’m sure she never expected the attention that she’s gotten, but due to the Kohl’s gift, she extremely glad she shared it!

You never know where good content will come from. This is a great example to show that it can come from anywhere if you have the opportunity to make it or appreciate it.

What do you think of this event? Include your comments below.

 

About TechCommGeekMom

Danielle M. Villegas is a technical communicator who has recently started her own technical communications consultancy, Dair Communications. She has worked at the International Refugee Committee, MetLife, Novo Nordisk, and BASF North America, with a background in content strategy, web content management, social media, project management, e-learning, and client services. Danielle is best known in the technical communications world for her blog, TechCommGeekMom.com, which has continued to flourish since it was launched during her graduate studies at NJIT in 2012. She has presented webinars and seminars for Adobe, the Society for Technical Communication (STC), the IEEE ProComm, TCUK (ISTC) and at Drexel University’s eLearning Conference. She has written articles for the STC Intercom, STC Notebook, the Content Rules blog, and The Content Wrangler as well. You can learn more about Danielle on LinkedIn at www.linkedin.com/in/daniellemvillegas, on Twitter @techcommgeekmom, or through her blog.
This entry was posted in Uncategorized and tagged , , , , , , , , , , , , , , , , , , , , , . Bookmark the permalink.

2 Responses to The Power of Social Media: Chewbacca Edition

  1. Danielle, I watched this video right before I saw your post. What a reminder of the opportunity each of us has to experience joy in any moment. How many people walked past that same Chewy mask at Kohl’s that day? How many people went back and got in their cars alone in that same parking lot after shopping? Every one of them had that same power. Just as every one of us has it right now. So I ask myself, what Chewy mask have I walked by today? What parking lot am I sitting in right now, getting ready to drive off to the next thing, feeling sad or worried or irritated or maybe just distracted by some work-related problem? Ho, boy, this video reminds me. Any time I want to, I can seize this moment, grab a hairy mask (whatever form it may take), and revel in being alive.

    • Also a good point. I have a lot of struggles in my life–both personal and professional–and sometimes it’s things exactly like this that I’ll revel in to perk up my mood. Right now, I’m still on an STC Summit high, and a high from visiting a long-time friend (we’ve known each other since 4th grade!) in which we spent the day biking and hiking around Venice Beach. I have to hang onto this feeling for as long as I can!

What say you?

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s