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)


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.


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



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