Pop rock band Maroon 5 has turned to the mobile medium to help build buzz for its new album and its 2010-2011 tour.

The band is partnering with AdaptiveBlue?s GetGlue, a social network for entertainment, to offer the first set of branded rewards for music fans using the platform, which is accessible via applications for iPhone, iPad and Android. For the integration, AdaptiveBlue worked with Creative Artists Agency, the agency known as CAA, which manages the band.

?Maroon 5 are looking to promote their new album, create excitement around their upcoming tour and generally reward fans of their music,? said Fraser Kelton, vice president of business development at AdaptiveBlue, New York. ?They are looking to engage with fans in a deeper way and drive desired behavior around their content.

?They can tell fans ?Grab the album, check in on GetGlue while you?re listening and earn some rewards,?? he said. ?They were excited by the growth and the buzz around the service, and their ability to get the results they?re looking for using social media.?

GetGlue has 5 million-plus unique ratings and check-ins for shows, movies, music and books every month. Users check-in to their entertainment, get personalized recommendations and earn exclusive rewards from publishers and entertainment brands.

Move into music
GetGlue has been working with a number of entertainment brands in TV, movie and book verticals, including partnerships with HBO, Showtime, PBS, Universal Pictures, Warner Bros Home Entertainment, Random House, Penguin, Simon & Schuster, Hachette and Barnes & Noble.

However, this is GetGlue?s first foray into the music space.

?We are launching our first music partnership, and it is with a pretty great band, Maroon 5,? Mr. Kelton said. ?While we have TV networks, film studios and book publishers, this is our first step into the music vertical with branded rewards.

?It?s a nice checkmark that social entertainment is resonating with users,? he said. ?Bands are looking to reward their fans on their service.?

Maroon 5 stickers available via GetGlue include one with the band?s logo, another with a photo of the four band members, a secret tour sticker and a sticker to promote new album ?Hands All Over.?

The basic fan sticker can be earned by checking into Marooon 5 using GetGlue applications or GetGlue.com.

The other three stickers?superfan, a tour sticker and the Hands All Over album sticker, are secret.

As the tour progress, Maroon 5 will promote the GetGlue stickers by giving hints about how to earn them via Twitter, Facebook and while on tour.

GetGlue stickers for each specific partner are tuned to motivate and reward desired behaviors.

For music, GetGlue has designed unique stickers that focus on the tour and content of the new album.

The new music rewards complement existing branded stickers from TV, movie and book partners.

While Maroon 5 is the first band to announce their stickers, Mr. Kelton said that GetGlue has an exciting pipeline of recording artists and bands that will follow with unique rewards in the coming weeks.

?It?s becoming crystal-clear that Facebook and Twitter do not allow you to have great engagement with the fans of your content,? Mr. Kelton said.

?What we are able to do with stickers lets publishers, networks, studios and bands have rewards for fans of their content that enable them to engage with their audience in a deeper, more meaningful way,? he said.