Time Inc.?s Entertainment Weekly is rolling out a series of mobile rewards for its loyal readers who check-in to items featured on the publications Must List.

The company partnered with GetGlue to let readers unlock virtual and physical stickers, which reward users with exclusive content from the editors of Entertainment Weekly. The publication believes that the partnership will let users further celebrate their passion for all things pop culture.

?The social check-in concept has grown in popularity since Foursquare emerged, and checking into entertainment events has been one of the next evolutions,? said Jason Wagenheim, publisher of Entertainment Weekly, New York.

?Based on our research, it?s clear that the EW reader loves social media and it makes sense for us to build a presence in this space and create yet another platform for EW to connect to its audience,? he said.

?It also offers a great way for GetGlue?s audience to discover our weekly Must List recommendations of the top 10 things we love each week.?

Entertainment Weekly was introduced by Time Inc. in 1990 and provides content in the entertainment category, with a circulation rate base of nearly 1.8 million and a combined audience of over 17 million fans.

GetGlue is a growing social network for entertainment with over 900,000 users and 12 million unique monthly check-ins and ratings and 30 million daily reach through Facebook and Twitter.

Weekly check-in
Readers checking in and getting stickers can stay up-to-date on the latest trends and unlock exclusive rewards.

Each week, users can check-in to items featured on the Must List to earn unique fan stickers.

Additionally, readers can share the stickers with friends and family via Facebook and Twitter.

There are four Entertainment Weekly-branded stickers that are available for GetGlue users.

Users who check-in to reading Entertainment Weekly magazine will receive the Entertainment Weekly sticker.

In addition, there are also three levels of Must List stickers that can be unlocked ? gold, silver and bronze.

GetGlue users can earn the bronze sticker the first time they check into a Must List item during the week it appears on the Must List.

Users who check into a Must List item two consecutive weeks can unlock the silver sticker, and three consecutive weekly check-ins unlocks the gold sticker.

?GetGlue has emerged as one of the early leaders in social entertainment,? Mr. Wagenheim said. ?Additionally, they offer check-ins in multiple entertainment verticals, whereas most companies are focusing solely on TV ? so they?re well aligned with our well-rounded coverage of pop culture.?

Partnership
Each sticker will feature a set of unique rewards such as the Must See Movie List, Best Characters of the last 20 Years ? all handpicked by Entertainment Weekly?s editors for GetGlue fans.

The partnership was announced on Entertainment Weekly?s homepage and within its PopWatch blog.
In addition, the publication is getting the word out within the pages of its magazine.

?Mobile is a meaningful and growing opportunity for EW,? Mr. Wagenheim said. ?We were also early adopters of the Microsoft Tags. 

?In the near term, we're working on further improvements to our mobile site and Must List apps for our end users, such as making it easier to share content,? he said. ?We?re also going to be enhancing our advertiser opportunities.?