Kohl's Sent a Star Wars Treasure Trove to the Woman Behind the Megaviral Chewbacca Video

With 101 million views, it's Facebook Live's top clip ever

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

But Kohl's showed it was up for the challenge this week, when a mom's Facebook Live video went viral in an unprecedented way after she tried on a Chewbacca mask she found at the retailer.

If you're on Facebook at all, you've no doubt seen the clip pop up. It's quickly gone from being cute share fodder to being the most-watched Facebook Live video ever, with 101 million views and counting.

In case you haven't watched it and enjoyed Candace Payne's infectious and genuine joy, here's yet another chance:  

While Kohl's hasn't managed 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.

In a...



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in