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Oscars Check-In: Mercedes-Benz, Academy Awards Tap GetGlue

  |  February 25, 2011   |  Comments

Users can access Mercedes-Benz and Academy Awards 'stickers' at Oscars.com.

oscar-invited-stickerAs Hollywood gets ready for its biggest night on Sunday, people across the U.S. can get in on the action with a set of Oscar-themed stickers from social TV platform GetGlue.

Academy Awards sponsor Mercedes-Benz has struck a deal with GetGlue to provide promotional material with these Oscar stickers. According to GetGlue, the deal marks the first time an event has integrated entertainment check-ins on its website through GetGlue’s widgets, enabling users to access stickers directly through Oscars.com.

As of Thursday, there were a total of ten Oscar-themed stickers from GetGlue, but there may be additional stickers available on Oscar night if GetGlue finalizes another deal, according to a GetGlue rep.

Four of the stickers are official Oscar stickers as a result of a partnership with the Academy of Motion Picture Arts and Sciences. The first of these stickers, a Countdown to the Oscars sticker that says, “You’re Invited,” became available earlier this week. Users who check in to GetGlue’s Academy Awards page prior to Sunday earn this sticker and are able to view a promotional video. It had nearly 5,900 check-ins as of Thursday afternoon.

“It’s another way for the Academy to market the show,” says GetGlue PR Manager Claire Gendel. “[It encourages users to] check in early and it reminds them when the event is.”

In addition, the "Best Picture Challenge" sticker encourages fans to check in to the Oscars and name their picks for this year's best picture. The remaining stickers are for red carpet coverage and the event itself.

Each of these Oscar stickers includes Mercedes-Benz branding and promotional messages. Fans have to "peel off” Mercedes-Benz branding to unveil the actual Oscar stickers. GetGlue says these stickers are its first sponsored stickers.

GetGlue has also partnered with E! for a set of six stickers for the channel’s red carpet and fashion coverage. These awards can be earned on Oscar night as well as the following day during post-Oscar coverage on the network.

As of Thursday, GetGlue was also hoping to finalize a deal with ABC’s Jimmy Kimmel Live! to offer stickers for Kimmel’s post-Oscar special. According to Gendel, there could be two additional stickers on Oscar night if the deal closes in time.

The Oscar partnerships follow a campaign with CBS for the Grammys in which GetGlue offered three stickers. According to the GetGlue site, there were nearly 19,000 check-ins for the 53rd Annual Grammy Awards earlier this month.

GetGlue has 900,000 registered users. That’s up from 700,000 in December. Previous partners include NBC, Fox, HBO, USA, TBS, Discovery, AMC, A&E, Sony Pictures, Warner Bros., Universal Pictures, Lionsgate and DreamWorks.

GetGlue has raised $12 million to date. Its backers include Union Square Ventures, RRE Ventures and Time Warner Investments.

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ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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