I think he's referring to the video...it's well done, but I mean c'mon, it's pretty cheesy.
Cheesy it may be but those people were all volunteers- they did not have to do it. They wanted to! it was fun making it, regardlesss of whether you think it was well done or not. That was a lot of people getting out of their comfort zones to try and inspire others to join them. I know I sound like a broken record (but hey, recruiting was part of my job ) but it really can be fun working there. Im not going to get into the specifics, but things like this video made associates excited to be a part of something larger than themselves. Besides the video, there are NUMEROUS other perks and incentives and celebrations involved in being an employee.