Last Friday, a Texas woman named Candace Payne shared a video of herself putting on a Chewbacca mask in her car via Facebook Live last Friday which quickly went viral. The video has since became the most-watched video on Facebook Live -- a feature the social media giant rolled out earlier this year that allows users to live stream videos.
"Here's what I found when I was at Kohl's," Payne says at the start of the video before she pulls out a Star Wars mask she purchased from Kohl's and starts laughing hysterically for several minutes. The mask recreates the famed Wookiee's roar whenever the wearer opens his or her mouth.
While Facebook, which has been heavily promoting Facebook Live to users, has been a clear beneficiary of the video -- Kohl's surprisingly may also be a winner as it shares the spotlight.
The mask, called "The Star Wars: Episode VII The Force Awakens Chewbacca Electronic Mask" by Hasbro (HAS) - Get Report , is currently sold out on Kohls.com. And Kohl's iPhone app is currently the third most popular free mobile app in Apple's (AAPL) - Get Report App Store, just after the Live.me video streaming and Snapchat apps.
The retailer took steps to show its appreciation by surprising Payne, who has been dubbed "Happy Chewbacca Mom," with more Star Wars toys for her kids, $2,500 in gift cards and 10,000 reward points, according to a video posted by the retailer on Facebook on Saturday.
Kohl's has also actively embraced the phenomenon on social media to further engage with its customers about Chewbacca. The department store shared the following tweet and GIF on Twitter last week:
And the retailer also announced earlier this week on Twitter that it's holding a sweepstakes to give away a Chewbacca mask.
The company reported first-quarter earnings earlier this month that missed estimates for both earnings per share and revenue, posting 31 cents of EPS on $3.97 billion of revenue vs. Wall Street's estimate of 37 cents of EPS and $4.13 billion of revenue.
Shares of Kohl's have declined about 24.8% year-to-date, and the stock was down 0.25% Thursday mid-day to $35.80 a piece.
Officials with Kohl's couldn't be immediately reached Thursday.