Southwest Airlines has successfully used marketing and social media as part of its top ten marketing strategies. By focusing on customers and having a fun, friendly approach, Southwest broke the mold of the traditional airline industry. Some of Southwest's key marketing strategies include using real employees in commercials to seem personable, keeping costs affordable for average customers, promoting their "Bags Fly Free" policy, and cultivating a friendly, charitable brand known as "LUV". Southwest utilizes various social media platforms daily to engage customers and promote a fun image. Flight attendant Marty Cobb became the public "face" of Southwest after her safety demonstration video went viral, leading to promotions like appearing on Ellen.