Social Entertainment Startup GetGlue Corrals Fans for Advertisers

Last summer, Home Box Office (HBO) worked with a New York startup called GetGlue on an online campaign to promote the cable network’s vampire series, “True Blood.” From late May through June, fans who visited a page that GetGlue created could unlock digital stickers and win real bottles of Tru Blood, a carbonated blood-orange drink that looks not unlike what the characters drink in the show. Fans on the page could also chat with one another about the forthcoming premiere and learn about related programming.

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