GetGlue Grows User Base to 2MM, Unlocking Opportunities for Brands

Since hitting the 2 million user mark, GetGlue is looking to move beyond its reputation as a “check-in” social network to a full-fledged recommendation platform. Best known for its integration within the media and entertainment industries, GetGlue utilizes real-time check-ins to rewards members with virtual stickers, personalized content recommendations and a platform to showcase value and taste.

GetGlue has recently revamped the user interface and data analytics offerings for both its site and mobile app to create a better user experience and secure a bigger foothold in the second screen movement. You can expect even more enhancements to come, as the platform has just scored another round of venture funding to the tune of $12 million.

GetGlue makes it easy to share check-ins across myriad social properties including Facebook, Twitter and Tumblr. This kind of exposure has proven successful for television networks and film companies looking to preview content before premieres and target early adopters to support programming in new ways.

GetGlue is evolving to become a full recommendation platform that will not only connect users to content across entertainment spectrum via their previous actions, but one that will also fully integrate brands in an organic way.  GetGlue’s unique proposition allows brands to integrate seamlessly with entertainment content, as well as stretch current partnerships and sponsorships to have an even bigger impact in the online space.

How can brands partner with GetGlue?

Stickers

Stickers allow brands to give consumers both virtual and tangible currency. Since badges are coveted and valued by GetGlue users, they are often shared across social sites once unlocked, driving word of mouth and buzz around events.  Moreover, GetGlue stickers also exist as tangible goods that consumers can proudly display in real life, giving additional value to both the brand and consumer.

• Sticker Peels:  Brands can sponsor existing stickers for entertainment they’re sponsoring or associated with.  The sticker peels are overlays that can be peeled off to reveal another sticker underneath, both virtually and on the real sticker itself.  Sponsors can also secure branding on the sticker page itself to tie in with the promotion.
• Exclusive Stickers:  Brands hosting their own events or shows can create unique stickers for users to earn when they check in to the show.

Specials Similar to other check in services like Foursquare, brands can offer specials to users who check in to different shows. GetGlue allows brands to reward loyalty by offering rewards tailored to different user levels (from Fans to Gurus). GetGlue can secure higher-level titles after they have checked in to a show a certain number of times.

• Exclusive Content:  Brands can offer exclusive content when users check in to a show.  This might be free music download or behind the scenes footage of their favorite shows.
• Discounts:  Brands can offer exclusive discounts to relevant entertainment.  For example, HBO offered a 30 percent discount at its store to users able to unlock 12 episode stickers for “True Blood.”
• Giveaways:  Brands can also offer tangible goods to consumers for checking in, such as tickets to a live taping to the first ten people who check in.

Case Study: Coca-Cola partners with GetGlue to make its AMA Red Carpet Live Event ‘Stick’ with teens

Coca-Cola* a client of 360i, recently teamed with GetGlue for a special partnership around its Coca-Cola Red Carpet Live event, a web broadcast of exclusive pre-show interviews and performances at the American Music Awards® on ABC. This marked the first time ever that GetGlue offered a promotion based on an online event, and the first time Coca-Cola has partnered with GetGlue.  GetGlue is a popular online community and platform for “checking in” to entertainment programming, especially among the teenage demographic.   Users can also earn stickers, virtual badges that they can have mailed home as real stickers, based on the events they check in to.

Coca-Cola offered two promotional stickers through GetGlue. The ‘Coming Soon’ sticker, offered one week ahead of the event, drove awareness for Red Carpet Live and reminded fans to check in to the Livestream on the day of the awards. Approximately 11K fans unlocked the Coming Soon sticker in the week leading up to the awards, driving early excitement for the red carpet.

Coca-Cola then offered a second custom sticker for GetGlue users who checked into the red carpet Livestream (http://www.livestream.com/amas) on the evening of the AMAs. The badge was promoted within the Red Carpet Live website itself, and through Coca-Cola’s social communities, including Facebook and Twitter.

Coca-Cola’s Red Carpet Live Preshow was the #1 trending show during its timeslot with over 32K checkins and a total of 19K stickers unlocked. By comparison, the AMA broadcast on ABC received about the same number of GetGlue check-ins (34K) – making the Coca-Cola event just as buzzed about as the actual awards show. Furthermore, the partnership allowed Coca-Cola to drive organic buzz and play a larger role in AMA conversations during the competitive and highly active timeslot.

Case Study: Bravo uses GetGlue to build buzz for “Top Chef” Season 7

Bravo, a client of 360i, recently utilized GetGlue to promote the seventh season of “Top Chef.”  The program delivered more than 20 GetGlue stickers to fans throughout the season, including limited edition stickers for a webisode-only competition made available exclusively via Top Chef Facebook tab widget – a first-of-its kind sponsorship for the platform.

The effort marked the largest seasonal package the platform has worked on to date. Within two hours of the first “Coming Soon” sticker’s launch, “Top Chef” shot from #101 to # 4 in the Top Trending Shows list, giving the program a social reach of 1.7MM in just eight hours.

-Danielle Johnsen Karr and Maggie Walsh