In case you had any doubts about the power of social media...
We are sure that by now you have heard about 'Chewbacca Mom', the lady who uploaded a video of herself laughing hysterically at the talking Chewbacca mask she bought herself as a birthday present, and the fact that her Facebook live video has smashed all records with more than 136.5 million views and 3.2 million shares. Not only did this mask sell out at Kohl's due to the video, the mask is also sold out at Target, Walmart and Toys R Us.
It’s still possible to get your hands on a Chewy mask — if you’re willing to shell out a lot more than just a couple Wupiupis. It is now listed on Amazon.com by private sellers for about $200 and as a “Buy It Now” on eBay for between $50 and $1,000... and people are paying for it.
The big question we are sure that many brands are asking themselves right now is... how can we replicate this for our products?
Unfortunately, we don't think it can be, or at least it isn't a realistic expectation. However, there are some things that brands can learn from it.Studies have shown the content that makes people feel good is what is most clicked and most shared.
When Candace Payne wrestles the mask from its box and slips it on, and then can’t contain her childlike glee at its Wookiee sounds, viewers couldn’t help but share in her genuine excitement.
Human emotion is contagious. Hearing another person’s laughter triggers the part of the brain that controls smiling, according to scientific research. It’s why sitcoms use laugh tracks. It’s why watching Payne giggle from beneath the mask made us laugh, or at least smile, too.
How a brand responds to an unexpected "gift" such as this video is important as well. While Kohl's wasn't able to keep the unexpectedly popular mask in stock, the company did handle its response with aplomb, sending the Payne family several more masks—and a veritable treasure trove of Star Wars merchandise and $2,500 in Kohl's gift cards, prompting even more headlines and comments such as "These days, the only thing rarer than seeing something truly delightful go viral is seeing a brand respond in a way that's equally charming."
We agree. Well played Kohl's. Well played.
Sources: http://gplus.ly/1RlNVMvhttp://gplus.ly/1RlP4nmhttp://gplus.ly/1RlQkqD #starwars #kohls #viralvideo #socialmedia #chewbacca