by Angie Ahumada, Account Coordinator, Dalton Agency
As many of my coworkers can assume from my colorful desk, I am obsessed with television shows and movies. I have memorabilia from current shows such as True Blood and Project Runway as well as from classics such as I Love Lucy displayed proudly. So when one of my coworkers suggested GetGlue as a new form of social media, I gave it a shot.
GetGlue is very similar to Foursquare with Check-Ins; however, the user checks in to different television shows as they watch them. The user then has the opportunity to comment on the happenings of the show with other users. While I am getting used to another form of social media in my life, I have to say that from a marketing standpoint, GetGlue is pretty genius.
It has been a bit tricky getting into the mindset of checking in to shows as I watch them, but it’s actually getting me into the habit of watching the shows live. And this is a great opportunity for television networks and advertisers. Currently with DVR, online streaming, and mobile, fewer television shows are watched in real time. GetGlue provides an outlet for viewers to engage themselves with other fans of the show. Not only will users want to watch the show, they feel a sense of community even though they may just be in their homes watching the television.
GetGlue is definitely attracting fans. In 2011, there were 100 million check-ins, and the site has grown to have more than 2 million users. A majority of these users fall into the 18-34 demographic, which is coveted by advertisers. And many television networks are taking notice. GetGlue has partnered with many different broadcasters to promote the shows.
Another fun element of GetGlue that fuels engagement is the GetGlue stickers. When a user checks in to a particular show, they receive a virtual sticker on their profile page that they can share on their Facebook or Twitter pages. Once a month, users can get actual stickers mailed to them. My coworker who talked me into GetGlue actually gave me one of her stickers, and that sticker prompted me to check the site out.
Not only that, but now the stickers can carry monetary benefits. Due to GetGlue’s partnerships with different companies, the stickers can sometimes act as coupons or discounts. For example, a few months ago Gap offered a 40% discount to be used at Gap stores for GetGlue users that unlocked certain stickers.
GetGlue has become both a built-in promotional platform for television shows, and also a tool for users to recommend shows and engage with other fans. How can you generate engagement for your brand?