New media – Bre.ad

What is Bre.ad?

Bre.ad is a URL shortener which focuses on allowing people to share ‘slices’ from their life and ‘toasting’ it.

It shortens links, syncs to Twitter and Facebook, and provides click analytics data. Its unique selling point is that it helps users promote brands, interests and charities through a full-page interface. Bre.ad has reinvented the future of URL shortening by turning it into a promotional tool.

When you click on a Bre.ad link, you aren’t immediately taken to the webpage it directs to. Instead, you are taken to a web page created by the person who originally shortened the link.   These pages are called ‘toasts’ and can be used to promote anything from a brand message to a charity you support.  Bre.ad will pick one of their ‘toasts’ at random and display it for 5 seconds before showing the requested domain.

Who will use Bre.ad and why?

While Bre.ad isn’t public yet, Lady Gaga, The North Face® and a host of other brands already have ‘toast’ pages. Bre.ad even offers an Explore function that lets you see which brands, causes and profiles are the most popular.

However, the creators of Br.ead claim that the service is not about showing people adverts. Rather it is a highly personal service which adds to the overall user experience.  Each time you click on a Bre.ad link, you will be shown a personal recommendation from the Bre.ad link creator. The idea is that every ‘toast’ you see has been specifically selected – and has been chosen as it is relevant to the destination URL which you are being sent through to.

Bre.ad founder Alan Chan has stated that people have causes they want to promote, whether it’s their company or a charity they are passionate in supporting. The aim of Bre.ad, then, is that it is a simple and effective way for them to display this passion.

The Future

Bre.ad’s closed beta launches in the next few weeks and it will be interesting to see which brands attempt to leverage ‘toasts’ to push relevant brand messages. It is a great tool to allow people to share their favourite brands and causes and should prove to be a great way for brands and influencers to share something without disrupting the user experience. Indeed, Bre.ad would argue that they are adding to the user experience as ‘toasts’ will be based on the URL you are being directed through to.

Promotional tools like this one could prove to be the future of web advertising. At agency:2 we especially like the way the ‘toasts’ are presented as clear, attractive images and can certainly see the potential for brands to use Bre.ad to connect with their loyal fans.