Watch Demi Lovato?s Hashtag-Heavy Music Video

March 6, 2013
Demi Lovato @ Citibank Hall RJ by Focka, on Flickr Creative Commons Attribution-No Derivative Works 2.0 Generic License??by??Focka?
How do you make a music video trend online? Pepper it with hashtags! Demi Lovato (@ddlovato) recently released the video of her new single on March 1, 2013. The song is entitled ?Heart Attack? and was introduced using an internet campaign. The video itself features a number of hashtags which fans have associated with the pop superstar in the past years, as well as new ones that may trend if the public catches on. The idea was to show fans the new video after they tweeted the lyrics of the song together with the hashtag #UnlockHeartAttack. Social media users and Lovato fans around the world immediately typed in the hashtag which resulted to its excellent trending online. The single is bound to have a strong standing on the Billboard charts after its retail and radio introduction on February 25, 2013. According to experts, the song could sell about 200,00 in its first week via downloads. Many speculate that the song will come in strong in the Hot 100 on Billboard and make waves in the Pop Songs radio airplay charts. Here?s how #UnlockHeartAttack is doing so far in terms of tweets per hour.


Executive Director of Global Digital Marketing at Disney Music Group Trevor Kelley understood the power of social media engagement and immediately capitalized on the opportunity by getting fans involved. The marketing team came up with a very unique video for the young artist as well as a radical approach that will get fans excited about the new single regardless of their location. Brian Schopfel of E&E intended for Lovato?s new single to be shown in a more interactive way that will truly get people excited. The special reliance on the hashtag led to the VEVO audio being viewed over 3.7 million times and the official lyric video unlocked over 500,000 times. #UnlockHeartAttack is another great example of how businesses and companies can benefit much from hashtags?and social media engagement. Millions of people around the world use social media networks every day. Marketers should always look for interesting and interactive ways to invite people and increase their participation. A great product plus a little creativity can lead to long-lasting results. Let?s have a look at the video.

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