Marketing Opportunities for Brands on GetGlue
The entertainment check-in network, GetGlue has been growing in popularity over the last year and it appears that it is finally becoming more mainstream, as brands are calling it out on TV and in other promotions. So, how can TV networks, studios and brands take advantage of marketing on GetGlue? I’ll explore some of the opportunities and advantages below.
GetGlue: What is it?
GetGlue is a social platform that allows users to check-in to entertainment activities – much like checking in to a location on Foursquare or Facebook – without being physically present. Instead of checking in to a location; however, a GetGlue user checks in to a show or movie they're currently watching, a book they're reading, a game they're playing and so on.
While Facebook's new integration with the likes of Netflix and Hulu allows users to passively share this activity and for their friends to have the opportunity to watch as well, GetGlue provides physical rewards to their users in the form of… well, glue. That's right – users earn exclusive stickers for checking in to a movie on opening weekend or watching a show live during it's original air time, for example. Once a user earns 20 or more stickers, they can request free physical copies that are mailed to them.
Opportunities for Brands on GetGlue
I’ve noticed more and more brands and studios offering rewards to GetGlue users and hosting campaigns in partnership with the network. Below are a few ways that entertainment brands can take advantage of the network's growing user-base:
- Exclusive Stickers: The primary incentive for users to check-in to their favorite show or movie is to receive an exclusive sticker. Many brands have partnered with the social network to provide stickers for particular events, such as seeing a movie during its opening weekend or watching a premiere. Not only are users encouraged by the idea of receiving content related to something they love, but checking in can also become a sort of quest, as certain networks will release a special sticker for each episode in a season or award a "fan" sticker for users who have checked in a certain number of times. Users can order physical copies of their stickers (20 at a time), and GetGlue sweetens the deal by encouraging users to share pictures of their stickered decorations to be highlighted in their Sticker Picture of the Week series.
- Cross-Promotion and Sponsorship: Other TV networks and studios have partnered with non-entertainment brands to offer rewards to viewers who check-in. In the same way an advertiser purchases a spot during a show that appeals to a particular target demographic, networks and brands are partnering online to reward GetGlue users who have an affinity for something based on their check-ins. For instance, during the fall premiere season, users who checked in to shows on Entertainment Weekly's "Hot List" of Fall Series to Watch received a special sticker and Gap discount.
- Campaigns, Including Contests and Sweepstakes: In addition to certain shows or networks partnering with GetGlue for causes (e.g. check-ins for donations), some have also used the network's functionality as an entry point for contests and sweepstakes. For instance, ABC is offering a fan that checks in at least five times a chance to win a trip to the live season finale of Dancing with the Stars.
Benefits of Get Glue
There are several benefits of partnering with GetGlue, from building a more active audience to increasing exposure of a brand or topic:
- Advocacy: People love to talk about what they're watching, reading or listening to. And they can easily broadcast that information to most of their other social networks (Facebook, Twitter, Foursquare – if at the theater, Tumblr, etc.) directly from GetGlue. While users can adjust the sharing options for each individual check-in, most are proud to share what they're doing and get rewarded for it. Depending on a user's settings, they can automatically share their check-in and also share the stickers that they've earned. It also doesn’t hurt that once users receive real copies, the stickers basically become free ads.
- Exposure: GetGlue offers a simple way to notify potential audiences that your program is on or that your movie is in theaters. When someone shares what they're watching, their friends or followers see that a program is on and may be inclined to watch, so as to not feel left out. Each individual user may also be more inclined to watch programs live since many stickers are only available for check-ins within a certain time period, and higher ratings means more ad revenue all around (yay!).
- Engagement: While many of the advantages of GetGlue include sharing on other networks, it is also a platform for discussion. The network aggregates what people are saying when they check-in to a topic and users can comment, agree with or praise another comment as "funny," "cool," etc. Users have individual profiles with tabs showing their stickers, their previous Likes or Favorites, and content that they have rated. And this doesn't mean that there is no room for increased engagement on Twitter. Because the copy typically includes a designated hashtag for the show or @mentions the program, each check-in shared on Twitter provides an opportunity for increased followers of the brand.
These are just a few ways that brands can turn their viewers or consumers into online advocates with GetGlue. The network's list of partners has grown tremendously in the last year, and I'm sure it will continue to grow as social becomes even more intertwined with people's TV-watching and entertainment habits. Tell us – are you on GetGlue? What other opportunities do you see with this network?
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