Creating unforgettable fan experiences as part of a new product launch for Hallmark.

Fleishman-Hillard’s Hallmark Text Band Launch with Demi Lovato

*Billboard Concert Marketing & Promotion Award Nominee (2012)

CHALLENGE:

Fleishman-Hillard’s client, Hallmark, wanted to partner with a touring artist to amplify the release of their new product, Text Bands, with bloggers and tween influencers to spark social media impressions.

SOLUTION:

Fleishman-Hillard partnered with Demi Lovato’s tour and G7 to create five unforgettable fan experiences with Demi to introduce guests to Text Bands including:

  • Private backstage parties for kids, parents, and press with custom environs including fabrication and production
  • Conducted a training session on how to use Text Bands
  • Demi M&G included photo op and exchanging messages with her via Text Bands
  • Acoustic performance by Demi followed by Q&A and anti-bullying messaging
  • Exclusive Demi content on the Hallmark Text Bands website

 

RESULTS:

Over 50 blogger posts, Demi posts and fan social media posts resulted in almost 100M impressions and sparked web traffic visits to www.textbands.com.