Offers stickers and rewards to GetGlue users.
Social TV startup has also updated its iPhone app and website.
Interactive content experiences play on users' iPhones while they watch TV.
Gap rewards shoppers getting fashion inspiration from fall TV characters.
Move comes after a summer of growth for social TV platform.
Premiere of HBO's True Blood engaged GetGlue users in unprecedented numbers.
Partners include the NHL for the Stanley Cup Playoffs, Turner Sports for the NCAA Tournament, and FOX Sports for MLB and NASCAR events.
A live tweet event during last week's season premier of "No Reservations" helped the show reap 6,000 new followers.
Users can access Mercedes-Benz and Academy Awards 'stickers' at Oscars.com.
Platforms like GetGlue, Philo, and Miso let networks reward loyalty and live viewing.
Brands like Bravo, American Eagle Outfitters, and MTV have opted to use check-ins to reward users while ringing in 2011.
Round, led by Time Warner Investements, will be used in part to launch a social entertainment platform.
Merchandise tie-in is the first promotional discount to be offered by social entertainment company GetGlue.

June 6, 2012
1:00pm ET / 10:00am PT