Hallmark Cards makes teenagers send Mother’s Day cards in return for entry to concert

Hallmark Cards partnered with Nova Entertainment and Universal Music Band Partnerships to send some love to mothers this Mother’s Day with a special Hallmark Card Concert which saw over 200 teenager attendees asked to send their mum a Mother’s Day card  in order to gain entry.

The concert saw teens arrive at Luna Park last Thursday night to watch US band American Authors perform live to be told to gain entry they must write and send a Mother’s Day card.

The brand’s new digital tool called Hallmark Helper, created in conjunction with Naked Communications and BMF, assisted the teens in the writing of their cards, with it matching cards from the Hallmark range to their loved ones and finding tailored quotes and words.

Head of brand at Hallmark Estherina Daniel said: “For over 100 years, Hallmark has been passionate about helping people make stronger emotional connections with the people they love. That’s why we’ve developed the Hallmark Helper. The Hallmark Helper is designed to help Australians find the perfect card for their loved ones, and to help them express how they feel about them beautifully. And who better to test it with than the toughest audience of all when it comes to telling people how they feel – teenagers.”