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BrandAndMe launched as a consumer engagement platform based on brand-related quizzes

BrandAndMe.com
is an engagement platform which uses quizzing and social conversation to engage
the consumers with brands. The platform focuses on “One Brand per Day” where each
day a new brand promotes itself through plain vanilla content, interactive
videos and images. Launched on April 15, 2011, BrandAndMe currently has close
to 12,000 registered users and on an average more than 5000 participate in the
quiz daily. The portal is growing around 100 users per.

BrandAndMe.com
is an engagement platform which uses quizzing and social conversation to engage
the consumers with brands. The platform focuses on “One Brand per Day” where each
day a new brand promotes itself through plain vanilla content, interactive
videos and images. Launched on April 15, 2011, BrandAndMe currently has close
to 12,000 registered users and on an average more than 5000 participate in the
quiz daily. The portal is growing around 100 users per.

The users have
to answer questions about the brand which are based on the content provided and
not from prior general knowledge. A
winner is declared everyday and the brand rewards the winner with a tangible
gift worth Rs 1500. Remaining users accrue points at every stage of engagement
with the brand. Points can be redeemed against exciting gifts. As part of the
engagement, the participants provide feedback about the brand which are then
sent to the brands and made public on the brand conversation page.

“On an
average the users stay on BrandAndMe website for more than eight minutes and on
the engagement page for more than two minutes. The brands use these two minutes
to capture a memory footprint. Every day we view around 1000 advertisements of
various ads and hence brand recall is virtually Zero. We tell the brands to use
these two minutes to tell about the product effectively,” Surjendu Kuila,
co-founder, BrandAndMe has told AlooTechie.

Speaking about
their revenue model, Kuila said, “Brands pay us for engagement. We charge the
advertisers only per engagement. We follow CPE – Cost per engagement. Currently
engagement is defined by us as someone who logs on to BrandAndMe.com, engages
with the brand in the form of interactive quiz. We charge the advertisers only
for the number of users who have taken the particular brand quiz.”

Commenting on
the idea behind launching BrandAndMe, Kuila said that the evolution of online
medium has transmogrified into various delivery modes. The industry started
with CPM – Cost per mille. “CPM is just like an inventory sell which provides
absolutely no engagement. For CPM, click through rate is .1 per cent which
created problems such as banner blindness and intrusiveness. The industry realised
that it has to give more value to the advertisers. Just eyeballs wouldn’t
matter and hence the industry moved towards CPC – Cost per click. However, the
problems still persisted. Bounce rate became too high and the average time
spent on the website became lesser. As a consequence industry then moved on to
CPL – Cost per Lead. Lead is defined differently in different context. For some
it is as lowly as someone downloading the brochure, for some it is filling up
form and for some it is online transaction.”

Today the
industry is moving toward actual engagement and advertisers are asking
ad-networks and media buying agencies to come up with innovative platforms and
various other engagement models. Our platform is a disruptive way of bringing
users and brands together in the form a tight engagement unlike any of its
predecessors – CPC, CPM or CPA. Consumers always perceive advertising as
intrusive and non-desirable. Advertisers have no medium which provides undivided
user attention, brand user engagement, enough media space to promote brands and
inexpensive channel of promotion. Our idea was to offer the advertiser all the
points mentioned above and that is why we started this company.” Surjendu Kuila
explained.

The company
is now working on social quizzing, adver-gaming, Bollywood related engagement
platform. “We are also in
talks with a Canadian ad network to expand globally and make BrandAndMe a global
success. Once we receive our angel round of funding we are looking at expanding
aggressively – both in terms of human resources and also geographic footprint,”
Kuila added.

Apart from Kuila, who has previously worked for
many startups in USA and was recently heading Rediff’s ecommerce platform, the
founding team of BrandAndMe has Neeraj Jain, a first generation serial
entrepreneur with 10 years of experience in software, financial services and in
various other industries and Mani Jagadeesan, who has experience in creating
software products in USA and India and had previously worked for companies such
as Tribalfusion, Virtusa and Thomson Reuters.

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