GreenLink Networks, an interactive marketing firm that helps local TV stations create (and monetize) online communities, has raised over $3.5 million in funding, per an SEC filing. Updated: Guggenheim Venture Partners participated in this first institutional round, along with investment from the company’s founders. President Brian Malewicz said GreenLink would use the new money to help grow its national sales team.

Local broadcasters like Las Vegas-based KVVU (Fox 5, pictured) use GreenLink to set up branded rewards programs; viewers that tune in to specific shows can earn points for merchandise and prizes. GreenLink also seeds the TV networks’ rewards sites with offers from local businesses; viewers can earn extra rewards by shopping at featured retailers or completing other offers.

GreenLink currently runs rewards sites for local stations in seven cities, including Las Vegas, Houston and Seattle; the King of Prussia, Pa.-based company said it added over 200 new advertisers to its network in Q109. Its blend of consumer rewards and pay-per-performance ads is a unique way to tap into the local online ad market—which Borrell Associates recently forecast to grow by more than 11 percent this year.