GetGlue, the media “check-in” app that lets users share what they are watching, listening and reading with their social network, has inked an exclusive partnership with Channel 4 in the UK, its first deal outside of the U.S. (Story below now updated with comments from Alex Iskold, the CEO and founder of GetGlue.)
Under the deal, GetGlue will do its usual thing of offering stickers and rewards for users who “check-in” and watch Channel 4 programs, which will be shared via GetGlue’s own portal as well as Facebook and Twitter. The deal, says Channel 4, is exclusive. Alex Iskold, the CEO and founder of GetGlue, tells us that exclusivity will last for one month. Financial terms were not revealed.
Initially at least, it looks like the partnership is squarely aimed at young adult viewers. The first show to get the GetGlue treatment will be the new drama series Beaver Falls, about a trio of young British men going wild at an American summer camp, which will be broadcast on E4. That will be followed by limited-edition stickers for other shows such as Skins and Misfits. The stickers will be linked to bigger prizes, such as the chance to win a trip to the U.S.
Although before now GetGlue had not inked any direct partnerships with UK broadcasters or other media organizations, it has still seen some growth in the country, presumably through content being distributed in multiple markets, according to the release.
We have contacted GetGlue for more details on what exactly that means in terms of actual usage. Iskold tells paidContent that it is not disclosing exact numbers on UK usage just yet. In the meantime, GetGlue notes that it has picked up 1.3 million users overall, engaging in content from 50 different entertainment companies, making GetGlue one of the bigger of the many content check-in plays on the market today. Iskold says GetGlue is looking to extend that further with more partners in the UK.
Coincidentally, an interview with Penguin UK the other day referenced GetGlue by name — something of an indication that publishers are definitely interested in the platform as a way to market books if it takes off here.
Although people already take to social networks to interact when popular shows come on TV, introducing a tie-up with GetGlue is one way for media marketeers to better track and harness that social activity. Still, the question will be whether users will opt for the route suggested by Channel 4, or continue to use the ones they have already established, like Twitter.