AdaptiveBlue?s mobile social network GetGlue unveiled an iPad application and new branded rewards from Fox, HBO, Showtime, PBS and Universal Pictures.

The Fox partnership with GetGlue is brand new, while HBO, Showtime, PBS and Universal Pictures expanded their partnerships with the mobile social network. Fox is offering rewards?virtual stickers that appear on users? profiles and physical copies they receive in the mail?for fans of ?Glee,? ?Bones? and two new shows premiering this fall??Raising Hope? and ?Lone Star.?

?We are very pleased to announce a partnership with for their fall premieres this season, two of Fox?s biggest hit shows, Glee and Bones,? said Fraser Kelton, vice president of business development at AdaptiveBlue, New York. ?We are reaching and incentivizing fans of those shows, and as part of that reward, we are cross-promoting the new shows coming out, Lone Star and Raising Hope.

?Fans of Glee and Bones are incentivized to tune in to Fox?s new shows via exclusive rewards, and there are increasingly better rewards for tuning in throughout the season,? he said. ?These dynamics are really going to help Fox drive tune-in to their new shows and reward viewer loyalty to returning shows.

?Fox is targeting a specific psychographic based on viewer interests?it wanted to reach that target based on viewers? interest for existing shows.?

GetGlue is a social network for entertainment, with more than 5 million unique ratings and check-ins for shows, movies, music and books every month.

GetGlue users check-in to their entertainment, get personalized recommendations and earn exclusive rewards from entertainment brands.

Rewards inspire loyalty
With this GetGlue campaign, Fox will be introducing the fans of ?Glee? and ?Bones? to their new shows, encouraging them to watch the trailer and tune in during the premieres.

?Lone Star? debuts Sept. 20, while ?Raising Hope? premieres Sept. 21.

Dozens of units promoting GetGlue are now permanently placed on various show pages at HBO.com.

HBO is offering a set of new exclusive rewards for ?Eastbound and Down? and Martin Scorsese?s ?Boardwalk Empire.?

GetGluer users can earn the trailer stickers for both shows.

Once each season starts later this month, there will be more exclusive rewards for fans, encouraging them to tune in during every episode.

Showtime is following up on its campaign rewarding fans of ?Weeds? and ?The Big C? with exclusive rewards for fans of ?Dexter,? the network?s most popular show.

?Dexter? fans will be able to earn the trailer sticker for season 5. After the premiere Sept. 26, fans will be able to earn new stickers for tuning in and following the new season.

PBS is now offering rewards for fans of NOVA, Nature, POV, Charlie Rose, American Experience and Masterpiece.

PBS will also be offering special rewards for watching its mini-series ?Ken Burns? The Tenth Inning,? ?God in America,? ?Circus? and ?Michael Feinstein American Song Book.?

The rewards for mini-series will be limited only to the users who check-in while watching live.

Following the GetGlue promotion for ?Scott Pilgrim,? Universal Pictures has launched two new exclusive promotions letting GetGlue users earn ?Catfish? and ?Devil? trailer stickers.

Additional rewards will be available once the movies come out in theaters.

These and other stickers are available in both digital and physical form. After the users earns several stickers, they can order free physical copies by logging into GetGlue.com

GetGlue for iPad
With the GetGlue for iPad application users can check-in to their favorite TV shows, music, movies, games and books, and see what their friends are watching, reading, playing or listening to in real-time.

Check-ins earn users points and stickers from GetGlue and major brands.

The application also lets users rate their favorite shows, movies, music and books and receive personalized suggestions.

GetGlue users can share check-ins with their Twitter and Facebook friends.

The GetGlue application takes advantage of the native iPad user interface elements and bigger screen.

Here is a screen grab of GetGlue for iPad:

Mr. Kelton said that the iPad application enables a richer, more engaging and fun experience for social entertainment than its iPhone cousin.

The application creates overlays for conversations, encouraging the users to interact with fans and friends around the shows, movies, music and books they love.

GetGlue for iPad also lets users vote directly from the stream and to navigate to profiles, objects details and conversations.

The application was developed using Appcelerator?s Titanium, a cross-platform application development environment.

?We?re very excited to get something out for the fast-growing iPad market,? Mr. Kelton said. ?Its functional form is very similar to our iPhone and Android applications, as one of our goals was to make sure the user experience was consistent and familiar.

?We?ve seen great adoption and feedback on smartphones, but we wanted to capitalize on the iPad?s larger screen size and native user interface elements,? he said. ?We took the iPad user interface overlay and used that to create a mobile immersive experience and conversational elements.

?We?re also introducing richer media?being able to be introduced to the content in a really high-quality, engaging way is something we?re able to do easily on the iPad.?

Final Take
Dan Butcher, associate editor, Mobile Marketer