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HBO taps mobile social network to offer discounts for True Blood fans

Premium cable television network HBO is giving fans of its ?True Blood? series something to scream about, rewarding them for checking in via AdaptiveBlue?s GetGlue mobile social network for entertainment.

HBO is partnering with GetGlue to offer exclusive discounts for fans of True Blood for mobile social entertainment check-ins, which drive awareness and tune-in of the series. True Blood has a devoted following and a strong fan base on GetGlue, which is why HBO selected it for this promotion.

?We?ve been rewarding users for check-ins by giving them exclusive stickers from major brands?we?ve launched programs with HBO and we?ve expanded to more than two dozen brands,? said Alex Iskold, CEO of AdaptiveBlue, New York. ?Since the beginning, we always felt that stickers are a lot of fun, but people want tangible awards.

?This True Blood campaign is the first set of discounts we?ve offered?coupons that reward people for being fans and checking in to True Blood,? he said. ?It?s fantastic news that we?re able to deliver these types of rewards to our users.

?We always thought that this is the right equation?check in and get rewarded. There are a lot of fun elements on GetGlue, but now there is a real tangible reward?discount coupons.?

GetGlue is a social network for entertainment. GetGlue users check-in to their entertainment, get personalized recommendations and earn exclusive rewards from entertainment brands.

In addition to HBO, Fox, Showtime, PBS and Universal Pictures have all offered branded stickers via GetGlue (see story).

Spine-tingling rewards for broadcasting fandom
GetGlue has been working with HBO to come up with unique ways to reach and reward fans.

The network is the first partner to offer discounts to its fans. The discounts take advantage of GetGlue's unique segmentation of users.

For all GetGlue users, HBO is offering 10 percent off everything in the True Blood store. Fans, or Truebies, get 15 percent off. Superfans, known as Makers, get 20 percent off and Gurus get a $50 gift card.

Gurus are the most knowledgeable fans of True Blood as voted on by their fellow users.

The users can use the discounts to buy any True Blood memorabilia, swag and DVDs in the HBO online store.

This is GetGlue?s first discount launch, with more partners to follow in coming weeks.

?This is not a one-off campaign?pretty much every brand that we work with is participating in this program, which spreads the message that check-ins equal discounts in the entertainment world,? Mr. Iskold said. ?This enables brands such as HBO to reach fans in the right way.

?All systems have feedback loops, and this creates a really strong feedback loop,? he said. ?HBO wants to know who is subscribing and how much of a fan they are.

?Rewards are an important part of the equation?they help brands identify and reward their fans to encourage continued loyalty.?

Final Take

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